UDK 338.48




Original article


System branding as an effective model of territorial development


Man Mingxing, Sirotina I. L.



The current trends affecting branding as a tool for developing the competitiveness of territories are analyzed in the article. These trends, identified as conceptual limiting factors, are considered in relation to the global processes of resource depletion and population growth. Arguments are given for the inconsistency of the concept of sustainable development on a global scale, which in scientific and public discourse is corrected by the concept of “limited growth”, referring to the process of structural differentiation of population growth in contrast to its quantitative uncontrolled increase. The ambivalence of the use of the territory branding tool on a national scale is revealed, stemming from the essence of the phenomenon of the capitalist economic system. The factor of state interest realized through the political climate in the territories belonging to the country is considered. From the standpoint of the sociological approach, the territory always has a characteristic set of social practices, and from a cultural point of view — a special cultural identity of the society. The article analyzes China as a modern innovative brand in the global political and economic space, which nevertheless has internal contradictions due to the fact that its integrity as a brand is destroyed by the pressure of the diversity of provinces, each of which is specific, unique and extensive. Parallels are drawn with the United States and the Russian Federation. Territorial branding, which has been actively developing since the early XXI century as a theoretical and practical concept, claims to be a systematic approach to the implementation of a planned development program. At the same time, it is important to resolve the issue of building ecosystem conceptual frameworks that determine what values and resources will be achieved in it. The authors propose conceptual guidelines for the formation of effective models of territorial development, which allow in conditions of limited resources to make reputational profit in the context of systemic branding of territories, taking into account the interests of the governing state.


Keywords: branding, marketing, territories, resources, population growth, capitalism, political factor, national interests, state, sociological approach, social and cultural practices


For citation: Man Mingxing, Sirotina IL. System branding as an effective model of territorial development. Center and Periphery. 2024;19(2):62—68. EDN FJGUUI




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Information about the authors:

Man Mingxing, Postgraduate Student of Department of Design and Advertising of the National Research Ogarev Mordovia State University (68 Bolshevistskaya Str., Saransk 430005, Russia), manmingxing@163.com

Irina L. Sirotina, Professor of Department of Design and Advertising of the National Research Ogarev Mordovia State University (68 Bolshevistskaya Str., Saransk 430005, Russia), Doctor of Philosophical Sciences, Professor, ORCID: https://orcid.org/0000-0003-4498-5529, sirotinail@mail.ru


Contribution of the authors:

Man Mingxing — concept development, methodology development, data collection and literature analysis, writing the original version of the article;

Sirotina I. L. — critical analysis and scientific editing of the text.


Conflict of interests: the authors declare no conflict of interests.


The authors have read and approved the final version of the manuscript.


The article was submitted 06.03.2024; approved after reviewing 30.04.2024; accepted for publication 04.05.2024.