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Formation of a Territorial Brand Using Example of the Kharkiv Oblast

Author

Listed:
  • Prytychenko Tamara I.

    (Kharkiv National University of Economics)

  • Prokhorova Tetiana P.

    (Kharkiv National University of Economics)

  • Rozhko Victor I.

    (Kharkiv National University of Economics)

Abstract

The article considers the notion, stages of formation of the territorial brand and approaches to the territorial brand positioning. It justifies expediency of the territorial brand formation. It analyses existing approaches to the territorial brand formation using example of the Kharkiv oblast, studies Kharkiv city and oblast ratings, reveals perception of the Kharkiv region brand by the target population through a sociological poll, gives recommendations on development of the strategy of the Kharkiv brand positioning and develops measures directed at promotion of the Kharkiv brand.

Suggested Citation

  • Prytychenko Tamara I. & Prokhorova Tetiana P. & Rozhko Victor I., 2014. "Formation of a Territorial Brand Using Example of the Kharkiv Oblast," Business Inform, RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE), Kharkiv National University of Economics, issue 3, pages 83-94.
    • Handle: RePEc:idp:bizinf:y:2014:i:3:p:83_94
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