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ИД «Финансы и кредит»






Regional Economics: Theory and Practice

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Demographic indices in place branding

Vol. 20, Iss. 2, FEBRUARY 2020

Received: 30 September 2019

Received in revised form: 18 November 2019

Accepted: 20 December 2019

Available online: 14 February 2020

Subject Heading: MARKETING

JEL Classification: M31, M38, R23

Pages: 397–408


Komarov M.A. Lomonosov Moscow State University (MSU), Moscow, Russian Federation

ORCID id: not available

Subject This article examines the impact of demographic indicators on the possibilities of region branding.
Objectives The article aims to assess the mutual impact of demographic indicators and region branding on each other.
Methods For the study, I used comprehensive and systems approaches, and the methods of logical and statistical analyses, and statistical maps.
Conclusions To form brands aimed at attracting new residents to the region, it is necessary to create an appropriate regional infrastructure. Demographic indicators can be used to conduct various kinds of events and stimulate event tourism. In general, branding can significantly improve the well-being of the population, which will contribute to improving the demographic situation.

Keywords: marketing, place branding, demography, identity


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