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Lavrikova I.N., Lavrikova D.V. [Communicative strategy in forming a brand (on the example of the Tver region)] World of Science. Series: Sociology, Philology, Cultural Studies, 2019, Vol. 10, No. 1. Available at: https://sfk-mn.ru/PDF/04SCSK119.pdf (in Russian).

Communicative strategy in forming a brand (on the example of the Tver region)

Lavrikova Irina Nikolaevna
Moscow university of the ministry of internal affairs of the Russian Federation of V.Ya. Kikotya
Tver branch, Tver, Russia
E-mail: ilavrikova@rambler.ru

Lavrikova Daria Valentinovna
Tver state university, Tver, Russia
RIA «Verkhnevolzhe», Tver, Russia
E-mail: Dlavrikova@yandex.ru

Abstract. Globalization processes, becoming an integral part of modern society, affected also the sphere of communication. Today we become witnesses of origin of the new phenomenon – «global communicative strategy». The specified phenomenon has own nature which it is necessary needs a certain space for dynamic expansion – «communication space».

Article contains interpretation of the terms «communication», «strategy», «communicative strategy» in relation to branding of the region. Types of the communicative strategy applied when forming a steady brand of the region are considered. Need of the plan of development of communicative strategy when forming a brand of the region as structures of management in information society underwent significant changes is proved.

The efficiency of the created territory brand in modern society depends on development of an information field and loyalty of target audience, communicative strategy at the same time I play an essential role.

As materials of a research of a phenomenon complex assessment of activity of Regional news agency «Upper Volga» which cofounder is the Government of the Tver region is accepted.

Keywords: audience; brand; globalization; communication; creativity; marketing; mediynost; region; strategy; territory

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