THE ROLE OF PROJECT MANAGEMENT IN THE CREATION AND DEVELOPMENT OF THE TERRITORY’S BRAND

In this article the concept of territory branding is disclosed, the role of events in the development of the territory’s brand is explored, the method of project management is considered as an effective tool for promoting the territory by the analysis of formation and development of well-known brand...

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Bibliographic Details
Main Authors: R. Andreeva, O. Sinyaeva
Format: Article in Journal/Newspaper
Language:Russian
Published: Publishing House of the State University of Management 2019
Subjects:
branding
territory’s brand
events
project management
PRINCE2 method
Sociology (General)
HM401-1281
Economics as a science
HB71-74
Yakutsk
Online Access:https://doaj.org/article/ea3a87ec76c24949885dc93e96da74f4
Description
Summary:In this article the concept of territory branding is disclosed, the role of events in the development of the territory’s brand is explored, the method of project management is considered as an effective tool for promoting the territory by the analysis of formation and development of well-known brands of territories, such as «Sochi-2014», «EXPO-2017» in Astana, an International sports games (ISG) «Children of Asia in Yakutsk». The experience of the application of PRINCE2 technology (projects in controlled environments version 2) in the creation of the brand ISG «Children of Asia» is studied.

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