ON THE CONCEPTUAL BASIS OF TERRITORIAL BRANDING AS A STATE POLICY COMPONENT
https://doi.org/10.18384/2224-0209-2025-4-1615
Abstract
Aim. To identify advantages and limitations of the main approaches that territorial branding has in the context of public policy, and to form an approach relevant for application in Russia.
Methodology. Qualitative content analysis of territorial branding concepts in the context of both correlation with public policy and formation of cognitive perception of space is applied.
Results. The conducted analysis of territorial branding concepts makes it possible to identify three approaches that reveal it as a component of public policy: 1) the economic approach, whose proponents focus on the role of a place brand in attracting domestic and foreign investment and developing tourism; 2) identity-oriented participatory marketing, whose proponents link the issue with social, cultural, and political aspects and emphasize the importance of the participation of various actors in shaping a place brand; 3) the political-geographical approach, whose proponents interpret branding as the cognitive development of space by the state and draw attention to the role of a place brand in shaping Russia's response to current spatial challenges.
Research implications. The results of the article substantiate the potential of a political-geographical approach to territorial branding, highlights its conceptual foundations, defines and formulates the goal of state policy for the cognitive development of space, and explores the role of place branding as a mechanism for its implementation. It also updates the discussion of the theory and practice of place branding, noting the impact of the proposed approach on the search for new ways to strengthen the legitimacy of government, ensure territorial integrity, and ensure social cohesion.
About the Author
Vladislav V. Pernikov
Lomonosov Moscow State University
Russian Federation
Russian Federation
Postgraduate student, Department of Public Policy, Faculty of Political Science
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