Open AccessREPUTATION, IMAGE, BRAND: CREATION AND USE IN PRACTICE OF STRATEGIC MANAGEMENT OF COMPANIES AND TERRITORIES
Author(s) -
Беляев Виктор Иванович
Publication year - 2020
Publication title -
èkonomika, professiâ, biznes
Language(s) - English
Resource type - Journals
eISSN - 2414-5890
pISSN - 2413-8584
DOI - 10.14258/epb201953
Subject(s) - reputation , business , promotion (chess) , product (mathematics) , marketing , brand strategy , trademark , new product development , brand management , political science , geometry , mathematics , politics , law
The article is devoted to the development and marketing justification of strategies for the growth and development of enterprises, territorial entities (cities, territories, regions) using such categories as reputation, image, brand. These categories are considered in the article in relation to goods, companies, territories. The article substantiates the existence of a meaningful relationship between regional product brands and the image of territories. To develop the image of the territories, it is proposed to use the mechanism for registering appellations of origin for regional product brands. The promotion of such goods to other territorial markets will advance the consciousness of local consumers and the name of the locality of origin of the goods, shape and strengthen the image of the territory. This is proposed to be used in the development and justification of strategies for the growth and development of territories. Their implementation will contribute to economic growth and the development of territorial entities.