Анализ проблем позиционирования бренда «Крым» в молодежной аудитории
: магистерская диссертация

Translated title of the thesis: Analysis of «The Crimea» brand’s positioning problems in a youth audience: Master's thesis

Student thesis: Master's Thesis

Abstract

The change in the geopolitical situation of Crimea in March 2014 requires the authorities to form a brand of the specified territory and correctly position the brand. The work is devoted to the analysis of the problems of positioning the Crimea brand in a youth audience, as the most promising target audience, which can form the basis of human capital necessary for the development of the Crimean economy in the near future. The study conducted a study aimed at determining the current image of Crimea in the minds of young people, conducted an analysis of the current information and communication positioning of the Crimea brand by the authorities and a comparative analysis of the Crimea brand positioning by the authorities and existing youth perceptions of Crimea. Based on the results, a concept was developed for positioning the Crimea brand in a youth audience, aimed at changing the attitude of young people to Crimea, taking into account the identified positioning problems.
Date of Award2020
Original languageRussian
Awarding Institution
  • Ural Federal University
SupervisorГалина Анатольевна Савчук (Supervisor)

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