Start Page
Information About the Journal
About the Editor-in-chief
Thematic profile of the Journal
The latest
Issues List
Editorial Council
Editorial Board
Magazine Representatives
Article Submission Guidelines
Pashkus N. A.
Chair of Branch Economics and Finances, A.I. Herzen Russian State Pedagogical University (St. Petersburg), PhD (Economics), Professor
Pashkus V. Yu.
Chair of Economic Theory and Economic Politics, St. Petersburg State University (St. Petersburg), PhD (Economics), Professor
Mal’tseva Yu. M.
Assistant Professor, Chair of Cultural Studies, Philosophy of Culture and Esthetics, St. Petersburg State University, PhD (Philosophy)
Kulikova D. A.
Junior research fellow-curator, The State Hermitage Museum (St. Petersburg)

Cultural identity in the cities: conceptual approaches, brands and the global competitiveness (Russia, St. Petersburg)
The article discusses the cultural identity of a city, which allows developing a strong brand of the city and establish its global competitiveness. The authors analyze the key conceptual approaches to distinguishing the cultural identity of a city and emphasize that attaining the level of an imperial and global city impacts its cultural identity and lead to the growing value of its brand. Imperial and global may be characteristic to the cities only during certain periods of their histories, whereas changes of the cultural context and weaking of the city’s impact on the cultural, economic and social space decrease the city’s imperial and global status. The article reveals new principles in formation of the key attributes of the city’s brand and its cultural identity; these principles are applicable in the system of evaluation of global competitiveness in the process of implementation of the break-through positioning strategy on the market of territories. On the basis of the evaluation system, the article develops a model of competitiveness, which is tested with regard to four cities possessing strong brands and cultural identities, and using the strategy of break-through positioning. The authors develop new recommendations for break-though positioning of the city brands on the basis of its cultural identity, including their imperial natura and the global scope.
Key words: territorial brand, cultural brand, cultural identity, imperial city, positioning of the territory
Pages: 156 - 160

Статья поступила в редакцию 05.09.2022.

Список использованных источников:
1. Kamenica, E. Information economics // Journal of Political Economy. — 2017. — Vol. 125(6). — Рр. 1885–1890.
2. Segerstrom, P. Innovation, imitation, and economic growth // Journal of Political Economy. — 1991. — Vol. 99(4). — Рр. 807–827.
3. Anttiroiko, A.-V. The Political Economy of City Branding. — London: Routledge, 2014. — 228 р.
4. Kavaratzis, M., Hatch, M.J. The dynamics of place branding: an identity-based approach to place branding Theory // Marketing Theory. — 2013. — Vol. 13(1). — Рр. 69–86. doi: 10.1177/1470593112467268
5. Närvänen, E., Goulding, Ch. Sociocultural brand revitalization: The role of consumer collectives in bringing brands back to life. European Journal of Marketing. — 2016. — Vol. 50 (7/8). — Рр. 1521–1546. https://doi.org/10.1108/EJM-05–2014–0328
6. Keller, K.L. Economic and behavioral perspectives on brand extension // Marketing Science. — 2012. — Vol. 31(Sept.-Oct.). — Рр. 772–775.
7. Sassen, S. When National Territory is Home to the Global: Old Borders to Novel Borderings // New Political Economy. — 2005. — Vol. 10(4). — Рр. 523–41.
8. Mirzoeff, N. How to see the world. — London: Pelican, 2015. — 256 p.
9. Социально-культурная сфера в новой экономике: от развития образования до арт-рынка. Коллективная монография / Под ред. Н.М. Старобинской. — СПб.: КультИнформПресс, 2019. — 164 с.
10. Rogov, M., Rozenblat, C. Urban Resilience Discourse Analysis: Towards a Multi-Level Approach to Cities // Sustainability. — 2018. — Vol. 10(12). — Р. 4431. https://doi.org/10.3390/su10124431
11. Sassen, S. The Global City: Introducing a Concept // Brown Journal of World Affairs. — 2005. — Vol. 11(2). — Рр. 27–43.
12. Baumgarth, C., O’Reilly, D. Brands in the arts and culture sector // Arts Marketing: An International Journal. — 2014. — Vol. 4(1/2). — Рр. 2–9. https://doi.org/10.1108/AM-08–2014–0028
13. Kotler, P., Gertner, D. Country as brand, product, and beyond: a place marketing and brand management perspective // Journal of Brand Management. 2002. Vol. 9 (4–5). Рр. 249–261. doi: http://dx.doi.org/10.1057/palgrave.bm.2540076
14. Epstein D., Jackson R., Braithwaite P. Delivering London 2012: Sustainability Strategy // Civil Engineering. — 2011. — Vol. 164(5). — Рр. 27–33.
15. Pashkus, N.А., Pashkus, V.Y., Pashkus, M.V. Evaluation of City Brand in the Global Economy: Techniques and Perspectives // Globalization and its Socio-Economic Consequences. 16th International Scientific Conference Proceedings. ZU — University of Zilina, 5th–6th October 2016, Rajecke Teplice. — Zilina, Slovakia, 2016. Рр. 1635–1641
16. Keller, K.L. Building Rich Brand Relationships: Research Dialogue on Brands As Intentional Agents // Journal of Consumer Psychology. — 2012. — Vol. 22(2). — Рр. 186–190.
17. Dinnie, K. City Branding: Theory and Cases. Palgrave Macmillan, 2011. — 269 p.
18. Greenberg, M. Branding New York: How a City in Crisis Was Sold to the World. — Routledge Taylor & Francis Group, 2008. — 358 р.
19. Anholt, S., Hildreth, J. Brand America: The Making, Unmaking and Remaking of the Greatest National Image of All Time. — London: Marshall Cavendish Corporation, 2010. — 192 p.
20. Cagan, J., Vogel, C.M. Creating Breakthrough Products. Innovation from Product Planning to Program Approval. London: FT Press, 2001. — 302 p.
21. Pashkus, V., Pashkus, N., Pashkus, M. Strategic positioning of territories in the global economy: brand development in accordance with the matrix of competitiveness of territories // Globalization and its Socio-Economic Consequences. 18th International Scientific Conference Proceedings. — Zilina, Rajecke Teplice, Slovak Republic, 2018. — Рр. 2727–2734.
22. Foroudi, P. et al. A framework of place branding, place image, and place reputation: Antecedents and moderators // Qualitative Market Research: An International Journal. — 2016. — Vol. 19(2). — Рр. 241–264 https://doi.org/10.1108/QMR-02–2016–0020
23. Medway, D., Warnaby, G. Alternative perspectives on marketing and the place brand // European Journal of Marketing. — 2008. — Vol. 42(5/6). — Рр. 641–653
24. Черевичко Т.В. Бренд туристской территории как конкурентное преимущество // Вестник Саратовского национального исследовательского государственного университета. — 2018. — № 5. — С. 118–121
25. Стратегический маркетинг: учебник и практикум для бакалавриата и магистратуры / Н.А.Пашкус, В.Ю.Пашкус и др. — М.: Издательство Юрайт, 2016. — 225 с.
26. Saaty Th. L. Relative Measurement and its Generalization in Decision Making: Why Pairwise Comparisons are Central in Mathematics for the Measurement of Intangible Factors — The Analytic Hierarchy/Network Process // Review of the Royal Spanish Academy of Sciences. Series A: Mathematics. — 2008. — Vol. 102, Iss 2. — Рр. 251–318.
27. Волкова А.В., Алмакучуков К.М., Старобинская Н.М. Новые технологии городского развития и управление арт-рынком: опыт Санкт-Петербурга // Проблемы современной экономики. — 2020. — № 1. — С. 173–176.
28. Кошкин А.В. Политика правительства города, направленная на развитие креативных индустрий (на примере Санкт-Петербурга) // Маркетинг MBA. Маркетинговое управление предприятием. — 2022. — Т. 13, № 2. — С. 28–38.
29. Кольцова А.А. Налоговое стимулирование развития интеллектуального капитала // Бизнес. Образование. Право. — 2019. — № 1. — С. 181–186.
30. Алиаскарова Ж.А. Эволюция промышленной политики современной России // Маркетинг MBA. Маркетинговое управление предприятием. — 2021. — Т. 11, № 4. — С. 4–21.

Article in russian

Back to the issue content

Copyright © Problems of Modern Economics 2002 - 2024