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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
Kulikova D. A.
Junior research fellow-curator, The State Hermitage Museum (St. Petersburg)

Promotion of the territory brand: capacity of the brand and cultural activities (Russia, St. Petersburg)
Effective cultural projects produce a considerable impact upon the global attractiveness of territorial brand, with which they are associated. Evaluation of project efficacy usually involves factors of financial efficacy, which makes evaluation methods applicable only to distinctly commercial projects. However, one can also distinguish long-term effects that impact the territorial brand and further, the global competitiveness. Social projects implemented by cultural institutions with a strong global brand may produce a positive impact on the global attractiveness of the territorial brand, which may be clearly demonstrated by a number of Turkish territories. The article focuses on the evaluation model of the brand capacity and evaluates the impact of projects in the sphere of culture on the global competitiveness of the territory. The authors apply methods of sensitivity analysis of complex regression dependencies to the isolated influence of selected factors with the Monte Carlo method and the special delta-squared distribution (Q).
Key words: territorial brand, cultural brand, brand capacity, brand value, cultural activities, Δ2(Q) distribution
Pages: 101 - 105

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