BRANDING TECHNOLOGIES IN THE PROMOTION OF THE COMPANY AND THE REGION (ON THE EXAMPLE OF THE REPUBLIC OF MORDOVIA) IN A MUNICIPAL CONTEXT

Abstract

Urpose. Studying of technologies of branding of the commercial company and the analysis of practice of their application in promotion of the brand of the territory. Methods. The research is carried out within the framework of an integrated approach and is based on the analysis and interpretation of the results of scientific publications of leading Russian and foreign experts in the field of branding. Results. Using the example of regional branding branding practice and attempts to build a brand of the territory, it is shown that the implementation of brand development strategies is applicable to the promotion of a certain territory. However, if in the case of commercial enterprises branding mechanisms are worked out, then the branding of the city at the moment is a complex scientific and practical problem that requires solution. Scientific novelty. As a result of the analysis, problems of territorial branding were identified, directions for its development were identified.