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MARKET RESEARCHES IN THE ASSESSMENT OF EFFICIENCY OF THE TERRITORIAL BRAND OF TAMBOV AND THE TAMBOV REGION
At consideration of a problem of creation of an effective brand of the Tambov region and its positioning in the market loan of technologies of market researches became important: supervision, analysis and carrying out sociological polls. As the first stage of preparation of a platform of a brand collecting primary data acts: the existing graphic base of the territory for the subsequent analysis of its communicative potential. The art tradition at the level of identity of the city and area is only official symbols: the coat of arms of Tambov and area, the coats of arms of the cities located in its territory, an area flag. Within research identification of the main sense put in symbolics of the coat of arms, visual technologies which embody idea, and also possibilities of its full and reliable interpretation is expedient. Thus, communicative process contains three main phases (idea - sign - interpretation). Researchers of the XXth century give a number of sources which help to define the idea enclosed by founders of the coat of arms in its visual image. This analysis confirms the assumption of abstraction of visual symbolics from an image of the city. The coat of arms of Tambov is the closed communication system expressing the administrative status of the city in a separation from history, culture and, first of all, the present. After the detailed analysis of primary data it is possible to start an experimental stage which within this research is devoted to estimation of communicative potential of a territorial brand of the Tambov region. Implementation of a task conducts by means of questioning of focus group of citizens of Tambov. By results of questioning, it is possible to notice that citizens note all reforms and innovations and accept them positively, however assume further development. Thus residents of Tambov appreciate historical bases, culture of the region.
coat of arms of Tambov and the Tambov region; brand; technologies of market researches; coat of arms of Tambov and the Tambov region; brand; technologies of market researches
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