Formation and Promotion of the Territory Brand of the Neuromarketing Tools

DOI

10.2991/aebmr.k.200312.188How to use a DOI?

Abstract

The article presents a theoretical study of the definition of «a brand of a region» and the attributes of its components, as well as practical recommendations for the rebranding of the territory using of neuromarketing tools. The purpose of this article is to consider the theoretical and practical significance of logos in the creation of a regional brand, as well as the definition of a conceptual approach to the rebranding of the territory on the basis of neuromarketing research. The objectives of the study are: systematization of scientific approaches and views on the definition and understanding of the territory of the brand, its attributes; quantitative study of the degree of attractiveness of logos; determining the ratio of the speed of finding the logo and the degree of its attractiveness; development of recommendations for the reorganization of the territory.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - V E Reutov
AU  - E A Mitina
AU  - N N Kalkova
PY  - 2020
DA  - 2020/03/17
TI  - Formation and Promotion of the Territory Brand of the Neuromarketing Tools
BT  - Proceedings of the International Scientific Conference "Far East Con" (ISCFEC 2020)
PB  - Atlantis Press
SP  - 1375
EP  - 1383
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200312.188
DO  - 10.2991/aebmr.k.200312.188
ID  - Reutov2020
ER  -