К ВОПРОСУ ФОРМИРОВАНИЯ ИМИДЖА И БРЕНДОВ РЕГИОНА (НА ПРИМЕРЕ СТАВРОПОЛЬСКОГО КРАЯ)
Аннотация
Исследование посвящено анализу существующих имиджеобразующих факторов и предпосылок к появлению устойчивых брендов в регионах. Рассмотрены научные подходы к определению понятий «имидж», «региональный имидж» и «бренд» и созданию условий появления и устойчивого закрепления этих феноменов применительно к той или иной территории. На основе эмпирического исследования получены научные выводы о текущем состоянии имиджа Ставропольского края и составлен ряд практических рекомендаций по его коррекции.
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Литература
1. «Predel davno perejden»: kak unichtozhajut unikal'nuju kurortnuju zonu na KMV (2020). ["The limit has been crossed a long time ago": how a unique resort area on KMV is being destroyed]. Bloknot Stavropol' [Notepad Stavropol], available at: https://bloknot-stavropol.ru/news/predel-davno-pereyden-kak-unichtozhayut-unikalnuyu-925444 (accessed: 09.02.2021). (in Russ).
2. Balezina, E. A. & Forostjan, V. V. (2019). Brend territorii kak rezul'tat realizacii sociokul'turnogo proekta [Brand of the territory as a result of the implementation of a socio-cultural project]. PGNIU: Vestnik Permskogo gosudarstvennogo universiteta Filosofija. Psihologija. Sociologija [Bulletin of the Perm State University Philosophy. Psychology. Sociology.], Perm, 4, pp. 610–619. (in Russ).
3. Bykova, N. P. (2007). Stavropol'e – rodina slonov![Stavropol is the homeland of elephants!]. Stavropol'skaja pravda. – Stavropol': ID «Stavropol'skaja pravda» [Stavropolskaya Pravda. - Stavropol: Publishing House "Stavropolskaya Pravda"]. Stavropol, 156, pp. 1. (in Russ).
4. Vazhenina, I. S. & Vazhenin, S. G. (2010). Imidzh i reputacija kak strategicheskie sostavljajushhie nematerial'nyh aktivov territorii [Image and reputation as strategic components of the territory's intangible assets]. Jekonomika regiona [Regional economy]. Institut jekonomiki Ural'skogo otdelenija RAN, Ekaterinburg, 3, pp. 95–103. (in Russ.).
5. Kirillova, S. A. & Gerasimova, L. A. (2019). Formirovanie turisticheskogo brenda territorii (na primere Meleuzovskogo rajona) [Formation of the tourist brand of the territory (on the example of the Meleuzovsky district)]. ISJeRT RAN: Problemy razvitija territorii [Problems of territory development.], Vologda, 4, pp. 105–117. (in Russ).
6. Kotler, F., Asplund, K., Rejn, I. & Hajder, D. (2015). Privlechenie investicij, predprijatij i turistov v goroda, kommuny, regiony i strany Evropy [Attracting investment, businesses, and tourists to cities, communes, regions, and countries in Europe.], SPb.: Stokgol'mskaja shkola jekonomiki v Sankt – Peterburge, Sankt–Peterburg, 390 p. (in Russ.).
7. Kumysheva, R. M. (2019). Soderzhanie i struktura imidzha strany s teoreticheskih i metodologicheskih pozicij [Content and structure of the country's image from theoretical and methodological positions]. Vestnik Moskovskogo gosudarstvennogo lingvisticheskogo universiteta. Obrazovanie i pedagogicheskie nauki [Bulletin of the Moscow state linguistic University. Education and pedagogical Sciences.]. Moskovskij gosudarstvennyj lingvisticheskij universitet, Moscow, 1, pp. 196–208. (in Russ.).
8. Ogarev, N. (2020). Sud'ba Mashuka, Zmeyki i Beshtaugorskogo zakaznika v sude tak i ne reshilas' [The fate of Mashuk, Zmeyka and Beshtaugorsky reserve in court did not dare]. Bloknot Stavropol' [Notepad Stavropol], available at: https://bloknot-stavropol.ru/news/sudba-mashuka-zmeyki-i-beshtaugorskogo-zakaznika-v-1249023 (accessed: 09.02.2021). (in Russ).
9. Panasjuk, A. Ju. (2009). Formirovanie imidzha: strategija, psihotehnologii, psihotehniki [Image formation: strategy, psychotechnologies, psychotechnics]. Omega – L, Moscow, 266 p. (in Russ.).
10. Pereladova, E. S. (2019). Imidzh regiona: struktura i factory [Image of the region: structure and factors]. Molodoj uchenyj [Young scientist]. Izdatel'stvo Molodoj uchenyj, Kazan', 30 (268), pp. 82–83. (in Russ.).
11. Pol'zovateli sotssetey raskritikovali masshtabnyy turproekt v Kavminvodakh (2020). [Users of social networks criticized a large-scale tourist project in Kavminvody]. Kavkazskiy Uzel [Caucasian Knot], available at: https://www.kavkaz-uzel.eu/articles/356019/ (accessed: 19.01.2021). (in Russ).
12. Hramov, V. B. & Frolkina, T. N. (2019). Brend territorij kak ponjatie kul'turologii [Brand of territories as a concept of cultural studies]. KGIK: Kul'turnaja zhizn' Juga Rossii [Cultural life of the South of Russia], Krasnodar, 1, pp. 71– 75. (in Russ).
10. Jenes, B. (2018). Reconsidering the measurement of country image — theory and practice. Business Sciences – Symposium for Young Researchers: Proceedings, Obuda University, Keleti Faculty of Business and Management, FIKUSZ 2008, Pp. 65–80.
11. Szwajca, D. (2017). The Importance of Reputation of a Country in the Process of Building Its Competitive Advantage on the Global Market. Scientific Journal, WSFiP, 1, pp. 99–114.
12. Zenker S. & Braun E. The Place Brand Centre – A Conceptual Approach for Place Branding and Place Brand Management. Paper presented at the 39th European Marketing Academy Conference, available at: http://docplayer.net/21437836-The-place-brand-centre-a-conceptual-approach-for-the-brand-management-of-places.html (accessed: 20.11.2020).
2. Balezina, E. A. & Forostjan, V. V. (2019). Brend territorii kak rezul'tat realizacii sociokul'turnogo proekta [Brand of the territory as a result of the implementation of a socio-cultural project]. PGNIU: Vestnik Permskogo gosudarstvennogo universiteta Filosofija. Psihologija. Sociologija [Bulletin of the Perm State University Philosophy. Psychology. Sociology.], Perm, 4, pp. 610–619. (in Russ).
3. Bykova, N. P. (2007). Stavropol'e – rodina slonov![Stavropol is the homeland of elephants!]. Stavropol'skaja pravda. – Stavropol': ID «Stavropol'skaja pravda» [Stavropolskaya Pravda. - Stavropol: Publishing House "Stavropolskaya Pravda"]. Stavropol, 156, pp. 1. (in Russ).
4. Vazhenina, I. S. & Vazhenin, S. G. (2010). Imidzh i reputacija kak strategicheskie sostavljajushhie nematerial'nyh aktivov territorii [Image and reputation as strategic components of the territory's intangible assets]. Jekonomika regiona [Regional economy]. Institut jekonomiki Ural'skogo otdelenija RAN, Ekaterinburg, 3, pp. 95–103. (in Russ.).
5. Kirillova, S. A. & Gerasimova, L. A. (2019). Formirovanie turisticheskogo brenda territorii (na primere Meleuzovskogo rajona) [Formation of the tourist brand of the territory (on the example of the Meleuzovsky district)]. ISJeRT RAN: Problemy razvitija territorii [Problems of territory development.], Vologda, 4, pp. 105–117. (in Russ).
6. Kotler, F., Asplund, K., Rejn, I. & Hajder, D. (2015). Privlechenie investicij, predprijatij i turistov v goroda, kommuny, regiony i strany Evropy [Attracting investment, businesses, and tourists to cities, communes, regions, and countries in Europe.], SPb.: Stokgol'mskaja shkola jekonomiki v Sankt – Peterburge, Sankt–Peterburg, 390 p. (in Russ.).
7. Kumysheva, R. M. (2019). Soderzhanie i struktura imidzha strany s teoreticheskih i metodologicheskih pozicij [Content and structure of the country's image from theoretical and methodological positions]. Vestnik Moskovskogo gosudarstvennogo lingvisticheskogo universiteta. Obrazovanie i pedagogicheskie nauki [Bulletin of the Moscow state linguistic University. Education and pedagogical Sciences.]. Moskovskij gosudarstvennyj lingvisticheskij universitet, Moscow, 1, pp. 196–208. (in Russ.).
8. Ogarev, N. (2020). Sud'ba Mashuka, Zmeyki i Beshtaugorskogo zakaznika v sude tak i ne reshilas' [The fate of Mashuk, Zmeyka and Beshtaugorsky reserve in court did not dare]. Bloknot Stavropol' [Notepad Stavropol], available at: https://bloknot-stavropol.ru/news/sudba-mashuka-zmeyki-i-beshtaugorskogo-zakaznika-v-1249023 (accessed: 09.02.2021). (in Russ).
9. Panasjuk, A. Ju. (2009). Formirovanie imidzha: strategija, psihotehnologii, psihotehniki [Image formation: strategy, psychotechnologies, psychotechnics]. Omega – L, Moscow, 266 p. (in Russ.).
10. Pereladova, E. S. (2019). Imidzh regiona: struktura i factory [Image of the region: structure and factors]. Molodoj uchenyj [Young scientist]. Izdatel'stvo Molodoj uchenyj, Kazan', 30 (268), pp. 82–83. (in Russ.).
11. Pol'zovateli sotssetey raskritikovali masshtabnyy turproekt v Kavminvodakh (2020). [Users of social networks criticized a large-scale tourist project in Kavminvody]. Kavkazskiy Uzel [Caucasian Knot], available at: https://www.kavkaz-uzel.eu/articles/356019/ (accessed: 19.01.2021). (in Russ).
12. Hramov, V. B. & Frolkina, T. N. (2019). Brend territorij kak ponjatie kul'turologii [Brand of territories as a concept of cultural studies]. KGIK: Kul'turnaja zhizn' Juga Rossii [Cultural life of the South of Russia], Krasnodar, 1, pp. 71– 75. (in Russ).
10. Jenes, B. (2018). Reconsidering the measurement of country image — theory and practice. Business Sciences – Symposium for Young Researchers: Proceedings, Obuda University, Keleti Faculty of Business and Management, FIKUSZ 2008, Pp. 65–80.
11. Szwajca, D. (2017). The Importance of Reputation of a Country in the Process of Building Its Competitive Advantage on the Global Market. Scientific Journal, WSFiP, 1, pp. 99–114.
12. Zenker S. & Braun E. The Place Brand Centre – A Conceptual Approach for Place Branding and Place Brand Management. Paper presented at the 39th European Marketing Academy Conference, available at: http://docplayer.net/21437836-The-place-brand-centre-a-conceptual-approach-for-the-brand-management-of-places.html (accessed: 20.11.2020).
Опубликована
2021-03-17
Как цитировать
TARNOVSKAYA, Natalia.
К ВОПРОСУ ФОРМИРОВАНИЯ ИМИДЖА И БРЕНДОВ РЕГИОНА (НА ПРИМЕРЕ СТАВРОПОЛЬСКОГО КРАЯ).
Знак: проблемное поле медиаобразования, [S.l.], n. 1 (39), p. 49-58, mar. 2021.
ISSN 2949-3641.
Доступно на: <https://journals.csu.ru/index.php/znak/article/view/560>. Дата доступа: 15 june 2025
Раздел
КОММУНИКАТИВНЫЕ ИССЛЕДОВАНИЯ: РЕКЛАМА, PR, БРЕНДИНГ, МЕДИА
Ключевые слова
имидж, регион, региональный имидж, бренд, брендинг, информационная политика, информационное поле
