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Tkachev S.A., Antonov G.K., Fruslov D.G. [Strategic factors designing the brand of the region: on the example of the Republic of Komi] Political Science and Technology, 2021, Vol. 1, Iss. 2 Available at: https://politicjournal.ru/PDF/01PK221.pdf (in Russian).

Strategic factors designing the brand of the region: on the example of the Republic of Komi

Tkachev Sergey Alekseevich
Komi Republican Academy of Public Administration and Management, Syktyvkar, Russia
E-mail: stkachev111@gmail.com

Antonov Grigory Konstantinovich
Leningrad State University named after A.S. Pushkin, Saint Petersburg, Russia
E-mail: antonov4562@mail.ru

Fruslov Danil Gennadievich
Russian State Social University, Moscow, Russia
E-mail: fess-danil@bk.ru

Abstract. Using the Komi Republic as an Example is relevant, is a brief but sufficient question for understanding and controversy, and corresponds to the direction of research in the specialty «Political institutions, processes and technologies». The article analyzes the tasks of building a territorial brand, the need to promote the territory, the region in the external environment. The article emphasizes that the market positioning factors of the region make it possible to assess the potential of the territory, to form the necessary market strategies for promoting the territory in the external environment. The tasks of the brand of the territory serve the investment and strategic goals of the development of the territory. The article forms the theoretical and conceptual aspects of the conceptual apparatus of the sphere of territory marketing — image, brand. The article analyzes the priority management tasks of positioning the region’s brand. The article analyzes the emerging approaches and practices for assessing the conditions for the development of a territorial brand, using the example of the Komi Republic, a detailed analysis of the historical, socio-cultural factors of building a territorial brand is given. The article emphasizes the importance of economic and infrastructural factors influencing the positioning of the Komi Republic, reveals the influence of brand building factors. The article reveals the importance of the target tourist audience for the industrial and natural resource region. The conclusions drawn and the proposals formulated in the work will help to compare the picture of the object of study under study in the future, which will help in the future to determine the tasks and develop tools for conducting quantitative and qualitative empirical research.

Keywords: brand of the region; competition; marketing of the region; strategic management; competitiveness of the region

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