Dialog of Cultures and Its Impact on the Efficiency of Territorial Branding | South-Russian Journal of Social Sciences
Dialog of Cultures and Its Impact on the Efficiency of Territorial Branding
Vol. 24 (2023) No. 4, Public Politics
Vol. 24 (2023) No. 4
Public Politics

Dialog of Cultures and Its Impact on the Efficiency of Territorial Branding

Pashkus N.A.
Russian State Pedagogical University named after A. I. Herzen
ORCID ID 0000-0003-1088-8333
Pashkus V.Y.
Russian State Pedagogical University named after A. I. Herzen
ORCID ID 0000-0002-9512-3585
PDF (Russian)
https://doi.org/10.31429/26190567-24-4-23-33
https://doi.org/10.31429/26190567-24-4-23-33

How to Cite Array

Pashkus N.A., Pashkus V.Y. (2023) Dialog of Cultures and Its Impact on the Efficiency of Territorial Branding. South-Russian Journal of Social Sciences, 24 (4), pp. 23-33. DOI: 10.31429/26190567-24-4-23-33 (In Russian)
Submission Date 2023-09-20
Accepted Date 2023-10-12
Published Date 2023-12-29

Copyright (c) 2024 Наталия Анатольевна Пашкус, Вадим Юрьевич Пашкус

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

This paper focuses on using the dialog of cultures to create and develop the brand of territories that promote cultural exchange and establish new cultural imperatives. The article explores different methods for implementing the dialog of cultures and creating territorial co-brands by utilizing unique characteristics of the ‘mother culture’ to form integrated attributes of a new territorial brand. The article examines different cases of implementing the dialogue of cultures and promoting new integrated cultural imperatives to develop a strong territorial brand. The paper shows that territorial branding tools can be used maliciously to defame a competitor’s territory. In this case, a negative reaction to the territory and its dominant culture can be provoked, leading to long-term negative effects. This can contribute to the creation of stable negative stereotypes and hinder mutual understanding.

Keywords

territory brand, cultural co-brands, dialog of cultures, territorial brand attributes, viral marketing, guerrilla marketing

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