Values of Diversity and the Issue of Place Branding

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Abstract:
The article focuses on the problem of understanding the brand, which is essentially equal to the concept of a standard when it has high success in certain territories. But the problem is the existence of a temptation to implement these standards in qualitatively different environments in order to have the desired outcome. Such decisions have very high risks since there is a disregard for value ground of community development, its sustainability and productivity. 

Авторы публикацииS: 
Дата публикации: 
09.12.2018