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
References:
Kavaratzis M.Place Branding: A Review of Trends and Conceptual Models. The Marketing Review, 2005, vol. 5, no. 4, pp. 329–342. URL: Link
Hankinson G. Place Branding Research: A Cross-Disciplinary Agenda and the Views of Practitioners. Place Branding and Public Diplomacy, 2010, vol. 6, iss. 4, pp. 300–315. URL: Link
Dinnie K. Brending territorii. Luchshie mirovye praktiki [City Branding: Theory and Cases]. Moscow, Mann, Ivanov i Ferber Publ., 2013, 336 p.
Anholt S. Competitive Identity: The New Brand Management for Nations, Cities and Regions. London, Palgrave Macmillan, 2007, 147 p. URL: Link
Hankinson G.The Brand Images of Tourism Destinations: A Study of the Saliency of Organic Images. Journal of Product & Brand Management, 2004, vol. 13, no. 1, pp. 6–14. URL: Link
Hankinson G. The Measurement of Brand Orientation, Its Performance Impact, and the Role of Leadership in the Context of Destination Branding: An Exploratory Study. Journal of Marketing Management, 2012, vol. 28, iss. 7-8, pp. 974–999. URL: Link
Rozhkov K.L., Skriabina N.I. Places, Users, and Place Uses: A Theoretical Approach to Place Market Analysis. Journal of Place Management and Development, 2015, vol. 8, iss. 2, pp. 103–122. URL: Link
Florida R. Cities and the Creative Class. London, New York, Routledge, 2005, 208 p.
Richards G., Palmer R. Eventful Cities: Cultural Management and Urban Revitalisation. London, New York, Routledge, 2012, 516 p.
Zenker S. How to Catch a City? The Concept and Measurement of Place Brands. Journal of Place Management and Development, 2011, vol. 4, no. 1, pp. 40–52. URL: Link
De Carlo M., Canali S., Pritchard A., Morgan N. Moving Milan towards Expo 2015: Designing Culture into a City Brand. Journal of Place Management and Development, 2009, vol. 2, iss. 1, pp. 8–22. URL: Link
Anholt S. Nation Brands of the Twenty-First Century. Journal of Brand Management, 1998, vol. 5, iss. 6, pp. 395–406. URL: Link
Gerasimenko V., Ochkovskaya M., Rybalko M. [The Perception of “Moscow” as Brand in Global Perspective]. Problemy teorii i praktiki upravleniya = International Journal of Management Theory and Practice, 2015, no. 5, pp. 108–116. (In Russ.)
Keller K.L. Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 1993, vol. 57, no. 1, pp. 1–22. URL: Link
Supphellen M. Understanding Core Brand Equity: Guidelines for In-depth Elicitation of Brand Associations. International Journal of Market Research, 2000, vol. 42, no. 3, pp. 1–14. URL: Link
Aaker J.L.Dimensions of Brand Personality. Journal of Marketing Research, 1997, vol. 34, iss. 3, pp. 347–356. URL: Link
Dubeykovskiy V.A. [Stakeholders' engagement in city brand development: mechanisms classification and methods of estimation]. Voprosy gosudarstvennogo i munitsipal'nogo upravleniya = Public Administration Issues, 2014, no. 4, pp. 153–178. URL: Link (In Russ.)