ПУТИ И СРЕДСТВА СОВЕРШЕНСТВОВАНИЯ УПРАВЛЕНИЯ РЕГИОНАЛЬНЫМ БРЕНДОМ

Abstract

The article is concerned to identifying and exploring ways to improve the management of the regional brand. The paper is aimed at identifying system problems inherent in the very concept of a regional brand, and assumes that they are the cause of other problems observed. Based on the method of structuring the problem field are analyzed the results of the study of the regional branding practice in a number of Russian regions. Identified system issues of the regional brand and conclusions about perspective areas of a regioanl brand management are made. Within the identified areas offered some means to enhance the branding of regions.