Territorial Branding as a Strategic Perspective for Creating Directions

Aim. The aim of the study is to show the relationship between territorial branding and the tourism sector.

Methodology. The conceptual apparatuses of brand, territory brand, umbrella brand and co-branding are studied. The emotional component of the image is analyzed through the concept of «feelings as information». Separately, gamification is considered as a useful technology for the tourism sector in order to strengthen relations and increase demand. The history of the transformation of the brand of the Republic of South Africa is studied in more detail. In the Russian Federation, as an example, the territorial brands of Sokolniki Park, Primorsky Victory Park, Gorky Central Park, Skypark in Sochi, and Russia itself are given.

Results. The study was aimed at clarifying the concepts and, in this regard, the choice of the most appropriate positioning strategy to increase the value of the territory for the tourist. The authors concluded that brand loyalty plays a key role in the formation of an affective image and emotional attachment. The mutual influence of a product on its brand can be both positive and negative. Extending the concept of reciprocity to a new context, the study analyzes how consumer perceptions of destinations can affect a national tourism brand. The article is aimed at understanding the influence of territorial brands on tourism.

Research implications. The results of the study contribute to the specialized literature on brand purpose and integrated marketing communications, and offer interesting insights for destination managers. This study is expected to be useful in supporting a range of tourism management decisions in destinations and countries.

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