TY - CHAP

T1 - Geo-branding as a tool for realizing russia’s interests in the international arena

AU - Pogodina, Victory

AU - Yakovleva, Sofia

AU - Matveevskaya, Anna

AU - Evseev, Vladimir

N1 - Funding Information: The “THE WHOLE WORLD WITHIN RUSSIA” project is another initiative that attracts attention. He won the All-Russian Competition “Tourist Brand of Russia”. About 500 logos and 600 slogans participated in the competition. Rosturizm, with the support of the Ministry of Culture of the Russian Federation and the Association of Branding Companies of Russia, has developed thirty concepts of tourist brands in Russia. The jury selected the winner of the three finalists based on a popular vote. Designers of the project have developed a logo in the form of a map consisting of simple geometric shapes, each of which represents different regions and geographical objects of Russia. The idea of the concept is that Russia is a huge and diverse country in all respects. Among other things, the country is a link between the past and the future, uniting different cultures in its spaces, preserving thousands of stories and memories. “Traveling in Russia is more than a journey. This is a lot of discoveries every time!”, Says the project’s slogan [25]. Publisher Copyright: © The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2021. Copyright: Copyright 2020 Elsevier B.V., All rights reserved.

PY - 2021

Y1 - 2021

N2 - In the modern world, the image of the state is the basic element of its strategic capital. It affects all aspects of the functioning of state as a subject of international relations and as an economic player in the system of global competition. On the experience of many countries of the world it becomes clear that the technology of territorial branding is the leading communicative technology aimed at promoting national interests today. The essence of branding lies in the formation and promotion of the country’s brand as a specific intangible asset that identifies the country, making it recognizable. These tools are necessary because of the interest of the state and business structures in attracting tourists, students, and investments to country. Competition is increasing every year in this area in the international arena. In this article, branding technologies of state promotion in the “international market” are presented. In this regard, the experience of Russian Federation is interesting, as a state that has extensively expanded in recent years to create and develop a national brand, as well as a state seeking to change the perception of tourist destinations within the country by its own citizens. The purpose of this research is to assess the role of tourism sector in forming the image and prestige of country, enhancing state’s reputation, and influencing business community’s perception of use geo-branding as a technology to attract attention to its territory.

AB - In the modern world, the image of the state is the basic element of its strategic capital. It affects all aspects of the functioning of state as a subject of international relations and as an economic player in the system of global competition. On the experience of many countries of the world it becomes clear that the technology of territorial branding is the leading communicative technology aimed at promoting national interests today. The essence of branding lies in the formation and promotion of the country’s brand as a specific intangible asset that identifies the country, making it recognizable. These tools are necessary because of the interest of the state and business structures in attracting tourists, students, and investments to country. Competition is increasing every year in this area in the international arena. In this article, branding technologies of state promotion in the “international market” are presented. In this regard, the experience of Russian Federation is interesting, as a state that has extensively expanded in recent years to create and develop a national brand, as well as a state seeking to change the perception of tourist destinations within the country by its own citizens. The purpose of this research is to assess the role of tourism sector in forming the image and prestige of country, enhancing state’s reputation, and influencing business community’s perception of use geo-branding as a technology to attract attention to its territory.

KW - Geo-branding

KW - International relations

KW - Russia’s interests

KW - Soft power

KW - Tourism

UR - http://www.scopus.com/inward/record.url?scp=85092017175&partnerID=8YFLogxK

UR - https://www.mendeley.com/catalogue/1d137e8e-8bfb-32f3-95ec-69b472e9c2b2/

U2 - 10.1007/978-3-030-58263-0_35

DO - 10.1007/978-3-030-58263-0_35

M3 - Chapter

AN - SCOPUS:85092017175

T3 - Springer Geography

SP - 396

EP - 407

BT - Springer Geography

PB - Springer Nature

ER -