The Use of Mythological and Religious Symbols in The Territorial Marketing of the Black Sea Countries
https://doi.org/10.23947/2414-1143-2020-23-3-107-111
Abstract
The article develops a symbolic-value approach to the analysis of branding in territorial marketing. The purpose of the study is to analyze the construction of the Black Sea region brand based on the appeal to mythological and religious symbols of past cultural eras in the history of this territory. A semiotic approach is used to analyze the problem of territory branding. The author considers the brand as a complex symbolic structure that narrows the territory as an intangible asset. It has been revealed that the cultural heritage of the Black Sea region ancient civilizations, especially mythology and religion, is the main one in formation of a positive image of this territory. The idea is substantiated that ancient mythological and religious symbols are important elements in the construction of the Black Sea region collective identity. It is recommended to refer to ancient symbols in developing a strategy for promoting the Black Sea territory brand. If ancient symbols acquire new, more modern meanings for interpretation by consumers, the brand of the territory will eventually become more competitive.
About the Author
Yu. P. Ten
Financial University under the Government of the Russian Federation
Russian Federation
Russian Federation
Yulia P. Ten – Ph.D. (Advanced Doctorate) in Philosophy, Associate Professor, Management department
Moscow
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Review
For citations:
Ten Yu.P. The Use of Mythological and Religious Symbols in The Territorial Marketing of the Black Sea Countries. Science Almanac of Black Sea Region Countries. 2020;22(3):111-115. (In Russ.) https://doi.org/10.23947/2414-1143-2020-23-3-107-111
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