Journal of Environmental Treatment Techniques  
2020, Volume 8, Issue 2, Pages: 643-64ꢀ  
J. Environ. Treat. Tech.  
ISSN: 2309-1185  
Journal web link:  
The Influence of Territorial Brands on the  
Behavior of Local Consumers  
Andrey V. Patsula *, Marina V. Vinogradova , Evgenia M. Bronnikova , Ksenia D. Zanina ,  
Daniil V. Volkov , Viktoriya A. Vishnyakova , Lidia V. Vasilieva  
Interdisciplinary Research Laboratory, Russian State Social University, Moscow, Russia  
Research Institute of Promising Areas and Technologies, Russian State Social University, Moscow, Russia  
Department of Organization of Research Activities, Russian State Social University, Moscow, Russia  
Department of Scientific and Technical Information, Russian State Social University, Moscow, Russia  
Received: 18/12/2019  
Accepted: 18/04/2020  
Published: 20/02/2020  
The relevance of the study is due to the need for practical implementation of the domestic strategy for the formation and promotion  
of successful territorial brands in the Russian Federation and abroad. In this regard, the goal and objectives of this study are to  
implement the specification of the constituent components of territorial brands, to compare the Soviet and Russian models of the  
influence of territorial brands on the behavior of local consumers, to identify and compare the positive and negative aspects of the  
formation and promotion of territorial brands in the country, to develop practical recommendations on optimization of the territorial  
branding management system. When conducting the study, the authors relied on the application of the comparative approach and the  
retrospection method, as well as the conceptual model of competitive identity management. The indicated tools made it possible to  
profile the levels of alternative consumer response to territorial brands, to determine the components of the system for creating and  
implementing brand strategies of territories. The materials of the article are of academic and practical value and will be in demand by  
specialists in the field of state and municipal administration, marketing and branding of territories, entrepreneurs, experts in the field of  
institutional and behavioral economics.  
Keywords: Influence, Territorial brands, Behavior, Local consumers  
solving the assigned tasks is the development and  
strengthening of the identity, image and reputation of Russian  
territories at the local and global levels.  
In 2008, the government approved the Concept for  
Promoting National and Regional Brands of Domestic Goods  
and Services, which provides for the formation and promotion  
of brands in regions and cities, product groups, individual  
trademarks and Russia as a whole. In this concept, the  
In the Address of the President of the Russian Federation  
to the Federal Assembly dated February 20, 2019, the  
strategic goal was defined and confirmed to build a model of  
the country's social and economic development that would  
ensure the best conditions for human self-realization, provide  
worthy answers to the challenges of a rapidly changing world,  
and preserve Russia as a civilization based on own identity, on  
centuries-old traditions, on the culture of our peoples, values  
and traditions [1].The document emphasizes that four priority  
areas must be implemented to ensure high growth rates:  
“Russia” brand in a metaphorical form acts as a flag on a ship,  
regional and city brands - as the material from which the ship  
is built, and product and service brands become passengers  
who must conquer international markets on this ship [2].  
Implementation of the measures provided for in the Concept  
will ensure the growth of non-price competitiveness of  
domestic goods and services in the domestic and foreign  
markets; to ensure acceleration of the growth rate of non-  
resource and high-tech exports of goods and services, the  
growth of domestic and inbound tourism increase the level of  
diversification of the domestic economy; provide additional  
growth in domestic and foreign investment; ensure the growth  
of capitalization of domestic enterprises. According to this  
Concept, the obstacles to the implementation of measures  
. The outstripping growth rate of labor productivity,  
primarily on basis of new technologies and digitalization, the  
formation of competitive industries and, as a result, an  
increase in non-resource exports by more than one and a half  
times in six years.  
. Improving the business climate and quality of national  
Removing infrastructural restrictions for the  
development of the domestic economy, for unlocking the  
potential of Russian regions.  
. Training of modern personnel, the creation of a  
powerful scientific and technological base Message from the  
President of the Russian Federation to the Federal Assembly  
of the Russian Federation [1]. In this regard, it is important to  
emphasize that one of the important managerial levers for  
. Preservation of negative stereotypes of perception, both  
in relation to the country, and in relation to goods and services  
of Russian origin. At the same time, along with the problems  
of a distorted perception of the country abroad, there is a  
shortage of trust in domestic business and in the socio-  
economic transformations conducted by the state within the  
Corresponding author: Andrey V. Patsula, Interdisciplinary  
Research Laboratory, Russian State Social University,  
Moscow, Russia. E-mail:  
Journal of Environmental Treatment Techniques  
2020, Volume 8, Issue 2, Pages: 643-64ꢀ  
Lack of effective mechanisms for coordinating  
factors, tools and mechanisms that affect consumer decision-  
making processes [12].  
activities in the field of brand promotion, mechanisms for  
purposefully forming a positive image of Russia, monitoring  
its condition, warning and preventing the risks of its  
Thus, the problem under consideration is not only  
fundamental, but also interdisciplinary, multi-aspect and  
multi-vector in nature, in the study of the object and subject  
field of which creative contributions are made by  
representatives of various sciences economics, sociology,  
psychology, cultural studies, political science, marketing,  
management, branding, etc.  
. Deficit of advantages in staffing and scientific support  
for branding.  
. Loss in the competition of domestic products with  
comparable quality.  
. Lack of experience in promoting collective and regional  
brands in the activities of executive authorities of the  
constituent entities of the Russian Federation, municipalities  
and business associations.  
Taking into account the relevance and importance of  
implementing this legal document for the growth of the  
economy, social sphere, territories and citizens of the Russian  
Federation, the authors of this article came to the conclusion  
that it is necessary to study the influence of territorial brands  
on the behavior of local consumers.  
Thus, the goal and objectives of this study are to  
implement the specification of the constituent components of  
territorial brands, to compare the Soviet and Russian models  
of the influence of territorial brands on the behavior of local  
consumers, to identify and compare the positive and negative  
aspects of the formation and promotion of territorial brands in  
the country, to develop practical recommendations for  
optimization territorial branding management systems.  
Results and Discussion  
S. Anholt and D. Hildret [9], a well-known British  
researcher, developer and popularizer of rating indices for  
national brands” (Anholt-GfK Roper Nation Brands Index),  
state brands” (Anholt-State Brands Index) and “city brands”  
(Anholt-GfK Roper City Brands Index ), who put forward a  
conceptual model of competitive identity [3], drew the  
attention of experts and the public to one important  
circumstance, namely, that the partitions between marketing,  
entertainment, politics and military affairs, which were  
already very conditional in the culture of the previous time,  
were completely destroyed even at the height of the Second  
World War. In 1952, in a letter to the Prime Minister of the  
State Administrative Council and the Minister of Foreign