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SUBSTANTIATION OF THE ROLE OF BRANDING IN THE SOCIO-ECONOMIC DEVELOPMENT OF THE ARCTIC ZONE OF THE RUSSIAN FEDERATION
JOURNAL: Volume 15, No. 4, 2025, p. 544-557HEADING: Economics and management in the Arctic zone
AUTHORS: Sozinova, A.A., Savelyeva, N.K., Fokina, O.V., Lesnykh, N.Y.
ORGANIZATIONS: Vyatka State University
DOI: 10.25283/2223-4594-2025-4-544-557
UDC: 332.14
The article was received on: 22.04.2025
Keywords: social and economic development, Arctic regions of Russia, regional branding, brand valuation, brand potency, dispersion analysis
Bibliographic description: Sozinova, A.A., Savelyeva, N.K., Fokina, O.V., Lesnykh, N.Y. Substantiation of the role of branding in the socio-economic development of the Arctic zone of the Russian Federation. Arktika: ekologiya i ekonomika. [Arctic: Ecology and Economy], 2025, vol. 15, no. 4, pp. 544-557. DOI: 10.25283/2223-4594-2025-4-544-557. (In Russian).
Abstract:
The issue of forming a balanced settlement system and the territorial organization of the economy of the Russian Federation is becoming particularly relevant in the context of the Arctic territories, which are of great geopolitical importance. Territorial branding is becoming one of the mechanisms for solving this problem. The purpose of the article is to substantiate the role of branding in the socio-economic development of the Arctic territories. The paper analyzes regional brands, provides examples of local brands, examines search query statistics, evaluates the success of regional brands in various industries and fields, concludes that brands have a differentiated impact on the development of territories, and provides a quantitative assessment of the value and potency of brands in the Arctic regions of the Russian Federation. The influence of branding on regional development indicators is confirmed by the results of statistical analysis. The research materials can be used in the development and implementation of strategies for promoting the Arctic regions, aimed at their development and improving the quality of life for the local population.
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