Publications

08.10.2010 Viktoria Bulyina, analyst

Social media as a tool of implementing place branding programs

The topic of city and region branding is becoming more and more popular and relevant recently. In the period of the economic globalization and escalating competition, cities are actively fighting for investments, including the federal funds, for tourist flows, for attracting qualified specialists into the sphere of management and industrial production. In relation to that, the city, regional and governmental authorities started to think about creating both territory brands and the brand of the whole Russia in order to form a positive image of the country abroad and to attract foreign investments.

06.08.2010 Dmitry Stempkovsky, analyst

Measurable KPI in social media

Nowadays, more and more companies of different business scales are paying attention to the social media sphere. Under the conditions of the tough competition, many market players are eager to find their target audience in the social media, to attract the audience and to reach their own business goals as a result. And the more correctly the purposes are determined, the more adequate the system of assessing the efficiency of reaching the purposes will be.

05.08.2010 Yevgenia Seryogina, analyst

Principles of Barcelona declaration about media measurement

At the end of July, the Barcelona declaration about research principles was approved. The declaration is aimed at setting new global standards and general approaches to measurement and assessment of the results of PR activity.

20.07.2010 Yevgenia Seryogina, analyst

History of territory branding

Although the term “place branding” appeared only in the 21st century, the phenomenon has existed for ages. Looking back, we can assess the processes of a certain territory becoming popular from the viewpoint of the modern brand production. Considering the evolution of approaches to place branding may help us find new ideas for modern projects.