BUSINESS INFORM №3-2014

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Section: Regional Economy
UDC [332.13:659.127] (477.54)
Prytychenko T. I., Prokhorova T. P., Rozhko V. I.
Formation of a Territorial Brand Using Example of the Kharkiv Oblast (p. 83 - 94)
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.
Keywords: territorial brand, branding, positioning strategy, brand promotion, logotype
Fig.: 2. Tabl.: 8. Bibl.: 26.

Prytychenko Tamara I. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Marketing, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]
Prokhorova Tetiana P. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Economics and Marketing, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]
Rozhko Viktor I. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Marketing, Management and Entrepreneurship, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]

Article is written in Russian
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Reference to this article:
Prytychenko, Tamara I., Prokhorova, Tetiana P., and Rozhko, Viktor I. (2014) “Formation of a Territorial Brand Using Example of the Kharkiv Oblast.” Business Inform 3:83–94.

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