Questions of regional branding in recent years are very relevant. If a few years ago the accentuation was put on the external positioning of Russia, today the concept of internal self-sufficiency of individual territorial units is dominating. Cities and regions are rapidly trying to find a unique and inimitable identity that would differentiate them from the rest. The article defines the basic principles and approaches of regional branding, which should not be neglected in order not to turn out as in the famous proverb - "We wanted the best, but it turned out as always".
The material presents the view of practical man on what the corporate brand-book shall look like, which sections are to be included and what tasks are to be performed.
The article presents the rationale for recognition of the legitimacy of admitting the Russian company as the VAT tax agent, taking part in the exhibition, organized by a legal entity registered in Kazakhstan.
To promote the brand in recent years, many market experts when choosing between advertising and public relations, prefer exactly the PR tools. How do the PR-instruments influence development of the brand? How important is the internal PR for development of the brand? What role does the ideology play in development of the brand? These and other issues of the journal "Director of Marketing and Sales" will be answered by the leaders and experts in the field of marketing communications.
