Resumen de Territorial branding as an important factor of the steady increase of investment and tourist-recreational appeal of the region
Boris Mojshevich Eidelman, Liliya Raisovna Fakhrutdinova, Niyaz Kamilevich Gabdrakhmanov
The article discusses the steps and rules of creation of territorial brands in modern conditions. The author shows the peculiarities of formation of urban brands and their main components. It is noted that the creation of territorial brands is a long creative process, requiring considerable investment, but giving the appropriate returns in the form of increased fiscal revenues from the development of tourism in the region. Much attention is paid to the formation processes of territorial brands and co-branding on example of Republic Tatarstan and of Kazan. The role of territorial branding in the development of various types of tourism on the territory of the Republic of Tatarstan. Thus, the article concludes that the formation of the modern territorial brands can give, ultimately, a greater return in the form of the creation of an effective tourist destination in the region. Moreover, this positive experience in the near future can be successfully used not only in Tatarstan, but also in other regions of the Russian Federation.
