Social and Communicative Aspect of Geo Branding

Abstract

Research methodology. The interdisciplinary systematic approach contributed to the disclosure of the geo branding essence as a special format of social communications, the tracing of its disassociation from marketing technology, the social and communication approach provided an analysis of geo branding activity in the general system of information social interaction. In the work on the scientific problem, the historical method was used to trace the evolution of geo branding activity, methods of comparative analysis, systematization, generalization and modeling were used for formulating the author’s definition of geo branding as a complex of social communication practices.

Results. The author demonstrates the polysubject nature of geo branding, outlines the social and communicative character of geo branding activity. The lack of a common understanding of the geo branding concept is established. The tasks and peculiarities of geo branding communications which are integrative, persuasive and inductive (strategic orientation; procedurality; longevity and repeatability; systemacity; multichanneling; dialogueness and polylogueness, applicable nature; dependance on geopolitical processes, conditions and tendencies of social and economic development of a certain territory; target orientation), are formulated.

Novelty. The author offered the definition of geo branding as an innovative complex of integrated social and communicative technologies aimed at systematic strategic informing of the broadest audience about the advantages of a certain territorial entity, formation of a positive idea of it among stakeholders, the establishment of mutual understanding and interaction between all participants of an integrated geographic and communicative space.

Practical importance. The research results can be used in the further investigations, as well as in geo branding practices.

Key words: brand, branding, branding of territories, geo branding.