REGIONAL AUTHORITIES PR-TECHNOLOGIES EFFECTIVENESS AND EVALUATION OF THE TERRITORY BRAND AS ITS INTANGIBLE ASSET

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S. N. Klimenko,
Postgraduate, Omsk humanitarian Academy, 2а 4th Cheluskintsev st., Omsk, 644105, Russian Federation
ORCID ID: https://orcid.org/0000-0003-2111-4181
O. Yu. Patlasov, Doctor of Economic Sciences, Professor, Vice-rector of Omsk regional Institute,
20, Lenin str. Omsk, 644024, Russian Federation, Vice-rector of the Omsk humanitarian Academy,
2а 4th Cheluskintsev st., Omsk, 644105, Russian Federation ORCID ID: http:orcid.org/0000-0003-2015-1474,
Scopus Author ID: 56437696900 e-mail: opatlasov@mail.ru

REGIONAL AUTHORITIES PR-TECHNOLOGIES EFFECTIVENESS AND EVALUATION OF THE TERRITORY BRAND AS ITS INTANGIBLE ASSET

The reported study was funded by RFBR according to the research project No. 18-414-550001

Problem. Insufficient understanding of the challenges that the territory presents as a complex and specific object of brand promotion leads to significant errors in management processes. Superficial attitude to this problem leads to the fact that often corporate identity of the territory is developed, at the same time the branding of the region dominates the branding of the cities included in the region.

Purpose. It is to consider the factors presented in the domestic and foreign literature having an im- pact on the brand areas.

Methods and methodology. Functional, system, form-logical and statistical methods as well as methods of synthesis and comparative analysis are used.

Results. The theoretical and socio-economic aspects in the evaluation of the territories brand in for- eign and domestic practice have been studied. the of individual factors impact on the development of terri- tories brand and the author’s technique of the territorial brand evaluation have been analyzed.

Conclusion. Hence, the article attempts to highlight the key points in the development of the territo- rial entities brand and the author tries to give an assessment of the current practice of the territory brand evaluation as an intangible asset.

Keywords: territorial education, intangible asset, regions, brand, reputation.

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