Keyword: «brand»

The article deals with the implementation of the concepts of complex branding of Tula region. The author pays attention to a problem of positioning of Tula region in Russia. The author believes that territorial brand will be successful if it reflects the advantages of the territory over other regions.

A number of axioms on the middle class as a factory of competitive elites forming brands are mentioned. It is concluded that a higher level of regional competitive advantages corresponds to a higher level of social self-organization diversity. The connection between modern competitive advantages of the region and the ability to continuous innovations is shown. The relationship between brands and mobility is revealed as a necessary condition for competitiveness. The dependence of the regional brand and competitiveness of network organizations on the quality of network communications has been established.

Reflecting on the pressing issues of modern advertising, the author focuses on the essence of mass relationships culture and advertising as one of its components. The author considers advertising product as a phenomenon of mass culture, analyzes taglines that are verbalizing an advertising product, reduces the benefits Internet (in particular social networks) as spaces for distribution of advertising and evaluating its effectiveness on the example a number of advertising campaigns conducted at different times.

Time shows that the main challenge for universities is a true awareness of their place in the rapidly changing world of the 21st century. Competition between universities is becoming increasingly intense. Brand building is an integral part of any university’s marketing strategy, especially if this institution is not yet well known.

Branding is currently an integral part of the marketing strategy of any university, especially if this institution is not particularly well known. Creating a reliable personality is the best way to reach out to applicants, as it helps reinforce any advertising message and contributes to the distinctiveness that separates the institution from others. The article describes the most successful companies. Branding and slogans for most universities are remarkably similar. As a rule, they contain references to the fact that the educational institution is “unique”, “different” or “suitable for the student”, without any specific reference to why this is so. University marketing needs to clearly state what exactly makes this place an ideal place for students, and for this they need a solid brand identity. In order for a university to stand out, you need to focus on what exactly makes it great, and build a brand identity around it.