Authors: G.F. Kayachev, M.A. Briuggeman, A.G. Volkova

Title of the article: Using an interdisciplinary approach to assess the role of the "Yenisei Siberia" brand in promoting goods and services of Krasnoyarsk region’s companies to the Chinese market

Year: 2023, Issue: 3, Pages: 54-63

Branch of knowledge: 5.2.3 Regional and sectoral economics

Index UDK: 81.33; 339.923

DOI: 10.26730/2587-5574-2023-3-54-63

Abstract: The article discusses the issues of assessing the role of the territorial brand “Yenisei Siberia” in the promotion of goods and services to the Chinese market. The concept of a territorial brand is given, and the feasibility of using an interdisciplinary approach is substantiated, within the framework of which the brand is studied as a promotional text. A study was conducted of the image of the onym Siberia in media texts in Chinese and a survey of representatives of the scientific and business circles of China on the problem of perception of the onym Siberia, the degree of awareness of the territorial brand “Yenisei Siberia” and possible areas of economic cooperation. Based on the results of the study, as well as a study of China’s experience in the field of territorial branding, recommendations are proposed for representing the territorial brand “Yenisei Siberia” as an externally oriented brand.

Key words: territory brand promotion China onim Siberia investments foreign trade

Receiving date: 15.07.2023

Approval date: 16.08.2023

Publication date: 14.09.2023

CITE DOWNLOAD