Research of the brand capital of the territory from the position of a marketing approach

Abstract

The relevance of research on the socio-economic development of the region leaves no doubt. It is especially interesting to study the issue of positioning and promotion of the territory, taking into account the value and customer experience. However, value, especially consumer value, is most often viewed in the context of material objects, goods and services. In this article, the authors consider the brand capital of the territory, gives its author’s interpretation, which, unlike others, is based on the specific nature of the objects of this territory, which forms an additional specific cash flow. In addition, the article presents the author’s model of territory marketing from the standpoint of brand capital management, depending on the territory marketing strategy. The article also presents a hierarchical platform for territory marketing, where the brand capital and brand of the territory are considered from a metaphysical position, which allows us to talk about the specific perception of the intangible asset of the territory. The authors put forward a hypothesis about the influence of the brand capital of the territory’s objects on the investment attractiveness of the region. The article concludes that there are two areas of territory marketing from the standpoint of impact on the target audience and from the standpoint of influence on enhancing investment attractiveness. Also, the article presents scientific polemics from various positions: philosophical, marketing and geopolitical.