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The theoretic-methodological basics of brand creation
Journal: Marketing and Management of Innovations (Vol.3, No. 1)Publication Date: 2012-03-24
Authors : O.A. Bilovodska; N.V. Gaidabrus;
Page : 35-43
Keywords : brand city; regional marketing; evaluation of brand; model of city branding;
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Abstract
Actuality and role of citys brand in the formation of its competitive advantages are revealed in the article. Goals of city and state in creating the city brand and approach of branding strategy are provided in article. In the article shown an adapted S. Anholts model for evaluation the attractiveness of the brand to the Ukrainian cities.
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Last modified: 2013-04-18 07:13:59