Brand of a Region as a Tool for Strategic Development

Lidiya Safarova

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Journal paper

Russian Journal of Entrepreneurship *
№ 5-1 / May, 2010
* Этот журнал не выпускается в Первом экономическом издательстве

Citation:

Safarova, L. A. (2010). Brand of a Region as a Tool for Strategic Development. Russian Journal of Entrepreneurship, 11(5), 135-141.

Abstract:
The author suggests using the tools of gap analysis to assess the brand strength of a region and to identify the prospects for its further development. The method is to identify gaps (inconsistencies) between actual and planned assessment indicators and to develop subsequently the initiatives (strategies) to overcome these challenges.

Keywords: territory branding, brand of region, subject of branding, brandconsumers, strategic branding, operating branding, gap analysis

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