espEconomy: strategy and practiceEconomy: strategy and practice1997-99672663-550XИнститут экономики1997-9967-2026-2-85-100esp-2052Research ArticleРЕГИОНАЛЬНАЯ ЭКОНОМИКАREGIONAL ECONOMYКонкурентоспособность и брендинг территории: систематический обзор и сравнительный анализCompetitiveness and Place Branding: A Systematic Review and Comparative Analysishttps://orcid.org/0009-0005-3745-5484КосухинаЕ. Ю.KosukhinaE. Yu.

Косухина Е. Ю. – ассистент кафедры

ул. Букирева 15, Пермь

Ekaterina Yu. Kosukhina – Assistant Lecturer

15 Bukireva Str., Perm

kosukhina.2002@mail.ruhttps://orcid.org/0000-0002-0846-4913ГолеваО. И.GolevaO. I.

Голева О.И. – к.э.н., доцент

ул. Букирева 15, Пермь

Olga I. Goleva – Cand. Sc. (Econ.), Associate Professor

15 Bukireva Str., Perm

olgagoleva@psu.ruПермский государственный национальный исследовательский университетРоссияPerm State UniversityRussian Federation20261807202621285100Copyright © Косухина Е.Ю., Голева О.И., 20262026Косухина Е.Ю., Голева О.И.Kosukhina E.Y., Goleva O.I.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://esp.ieconom.kz/jour/article/view/2052

Усиление конкуренции между территориями актуализирует необходимость более глубокого понимания взаимосвязи между конкурентоспособностью и брендом территории как факторами устойчивого регионального развития. Целью данного исследования является определение соотношения между категориями «конкурентоспособность территории» и «бренд территории» через сравнительный анализ их содержательного наполнения. В исследовании использован систематический обзор литературы на основе метода PRISMA в сочетании с ретроспективным, сравнительным и пространственным методами анализа. Обработка и систематизация данных осуществлялись с применением инструментов языка программирования Python. Эмпирическую основу исследования составили 1972 научные публикации, в том числе 690 статей российских авторов, отобранных из базы eLibrary. ru, и 1282 зарубежные публикации, выявленные через Google Scholar, охватывающие весь период исследований без временных ограничений. Результаты показали, что научный интерес к территориальной конкурентоспособности начал формироваться в конце 1970-х гг., тогда как исследования бренда территории активизировались лишь с 1998 г. Сравнительный анализ позволил выделить восемь групп характеристик, формирующих содержательное наполнение исследуемых категорий: социально-демографические, финансово-экономические, природно-рекреационные, административно-политические, культурные, инфраструктурные, инновационные и информационные. Установлено, что конкурентоспособность и бренд территории основаны преимущественно на совпадающем наборе характеристик, однако бренд территории дополнительно включает ассоциативные атрибуты, такие как символы, образы и идентичность. Показано, что к 2020–2024 гг. отечественные и зарубежные исследования пришли к близким концептуальным подходам к трактовке данных категорий.

Increased competition between territories highlights the need for a deeper understanding of the relationship between competitiveness and the brand of the territory as factors of sustainable regional development. The purpose of this study is to determine the relationship between the categories “competitiveness of the territory” and “brand of the territory” through a comparative analysis of their content. The study uses a systematic review of the literature based on the PRISMA method in combination with retrospective, comparative and spatial analysis methods. The data was processed and systematized using Python programming language tools. The empirical basis of the study was 1972 scientific publications, including 690 articles by Russian authors selected from the database. eLibrary.ru and 1,282 foreign publications identified through Google Scholar, covering the entire research period without time limits. The results showed that scientific interest in territorial competitiveness began to form in the late 1970s, while research on the brand of the territory intensified only since 1998Comparative analysis identified eight groups of characteristics shaping the conceptual content of the studied categories, including socio-demographic, financial-economic, natural-recreational, administrative-political, cultural, infrastructural, innovative, and informational dimensions. The findings reveal that territorial competitiveness and place branding are largely based on an overlapping set of characteristics, however, place branding additionally incorporates associative attributes such as symbols, images, and identity. It was also found that, by 2020–2024, domestic and international studies had converged toward similar conceptual approaches to the interpretation of these categories.

конкурентоспособностьбрендинг местностимаркетингмаркетинг месторасположениятерриториальный брендингрегиональное развитиерегиональная экономикаCompetitivenessPlace BrandingMarketingPlace MarketingTerritorial BrandingRegional DevelopmentRegional EconomyReferencesAnholt, S. (1998). Nation-brands of the twenty-first century. Journal of Brand Management, 5(6), 395–406. https://doi.org/10.1057/bm.1998.30Anholt, S. (1998). Nation-brands of the twenty-first century. Journal of Brand Management, 5(6), 395–406. https://doi.org/10.1057/bm.1998.30Bronisz, U., & Heijman, W. J. M. (2010). The relationship between social capital and regional competitiveness in Poland. Applied Studies in Agribusiness and Commerce, 04(01–2). https://doi.org/10.22004/ag.econ.91110Bronisz, U., & Heijman, W. J. M. (2010). The relationship between social capital and regional competitiveness in Poland. Applied Studies in Agribusiness and Commerce, 04(01–2). https://doi.org/10.22004/ag.econ.91110Camagni, R., & Capello, R. (2009). Territorial Capital and Regional Competitiveness: Theory and Evidence. Studies in Regional Science, 39(1), 19–39. https://doi.org/10.2457/srs.39.19Camagni, R., & Capello, R. (2009). Territorial Capital and Regional Competitiveness: Theory and Evidence. Studies in Regional Science, 39(1), 19–39. https://doi.org/10.2457/srs.39.19Davletshin, T. F. (2009). Imidzh regiona kak marketingovaya sostavlyayushchaya konkurentosposobnosti territorii [The image of a region as a marketing component of territorial competitiveness]. Problemy Vostokovedeniya, 3(45), 140–145. (in Russ.)Davletshin, T. F. (2009). Imidzh regiona kak marketingovaya sostavlyayushchaya konkurentosposobnosti territorii [The image of a region as a marketing component of territorial competitiveness]. Problemy Vostokovedeniya, 3(45), 140–145. (in Russ.)Faragó, B. (2020). A sport a regionális gazdasági versenyképességben, a sportolói humán tőke területi vetülete. Közép-Európai Közlemények, 13(3), 237–261.Faragó, B. (2020). A sport a regionális gazdasági versenyképességben, a sportolói humán tőke területi vetülete. Közép-Európai Közlemények, 13(3), 237–261.Florek, M. (2012). Toward Identification of Place Brand Identity Distinguished Features. Polish Towns case Study. International Proceedings of Economics Development and Research, 57, 27. https://doi.org/10.7763/IPEDRFlorek, M. (2012). Toward Identification of Place Brand Identity Distinguished Features. Polish Towns case Study. International Proceedings of Economics Development and Research, 57, 27. https://doi.org/10.7763/IPEDRFlorek, M., & Kavaratzis, M. (2014). From brand equity to place brand equity and from there to the place brand. Place Branding and Public Diplomacy, 10(2), 103–107. https://doi.org/10.1057/pb.2014.9Florek, M., & Kavaratzis, M. (2014). From brand equity to place brand equity and from there to the place brand. Place Branding and Public Diplomacy, 10(2), 103–107. https://doi.org/10.1057/pb.2014.9Huggins, R. (2003). Creating a UK Competitiveness Index: Regional and Local Benchmarking. Regional Studies: The Journal of the Regional Studies Association, 37(1), 89–96. https://doi.org/10.1080/0034340022000033420Huggins, R. (2003). Creating a UK Competitiveness Index: Regional and Local Benchmarking. Regional Studies: The Journal of the Regional Studies Association, 37(1), 89–96. https://doi.org/10.1080/0034340022000033420Huggins, R., & Izushi, H. (2009). Regional Benchmarking in a Global Context: Knowledge, Competitiveness, and Economic Development. Economic Development Quarterly, 23(4). https://doi.org/10.1177/0891242409347896Huggins, R., & Izushi, H. (2009). Regional Benchmarking in a Global Context: Knowledge, Competitiveness, and Economic Development. Economic Development Quarterly, 23(4). https://doi.org/10.1177/0891242409347896Gogoleva, T. N. (2003). Konkurentosposobnost' strany: sushchnost' i problemy regulirovaniya [Competitiveness of the country: Essence and problems of regulation]. Vestnik VGU. Seriya: Ekonomika i upravlenie, 1, 4–9. (in Russ.)Gogoleva, T. N. (2003). Konkurentosposobnost' strany: sushchnost' i problemy regulirovaniya [Competitiveness of the country: Essence and problems of regulation]. Vestnik VGU. Seriya: Ekonomika i upravlenie, 1, 4–9. (in Russ.)Kitson, M., Martin, R., & Tyler, P. (2004). Regional Competitiveness: An Elusive yet Key Concept? Regional Studies, 38(9), 991–999. https://doi.org/10.1080/0034340042000320816Kitson, M., Martin, R., & Tyler, P. (2004). Regional Competitiveness: An Elusive yet Key Concept? Regional Studies, 38(9), 991–999. https://doi.org/10.1080/0034340042000320816Khominich, I. P., & Timoshenko, I. I. (2004). Konkurentosposobnost' regiona [Regional competitiveness]. Regional'naya Ekonomika: Teoriya i Praktika, 4, 47–55. (in Russ.)Khominich, I. P., & Timoshenko, I. I. (2004). Konkurentosposobnost' regiona [Regional competitiveness]. Regional'naya Ekonomika: Teoriya i Praktika, 4, 47–55. (in Russ.)Kotler, P., Haider, D. H., & Rein, I. (1993). Marketing places: Attracting investment, industry, and tourism to cities, states, and nations. Free Press.Kotler, P., Haider, D. H., & Rein, I. (1993). Marketing places: Attracting investment, industry, and tourism to cities, states, and nations. Free Press.Kosukhina, E. (2025). A dataset of articles by Russian authors devoted to territorial competitiveness and the brand [Data set]. Zenodo. https://doi.org/10.5281/zenodo.17780988Kosukhina, E. (2025). A dataset of articles by Russian authors devoted to territorial competitiveness and the brand [Data set]. Zenodo. https://doi.org/10.5281/zenodo.17780988Lemmetyinen, A., Nieminen, L., Aalto, J., & Pohjola, T. (2025). Enlivening a place brand inclusively: Evidence from ten European cities. Place Branding and Public Diplomacy, 21(1), 67–80. https://doi.org/10.1057/s41254-024-00362-5Lemmetyinen, A., Nieminen, L., Aalto, J., & Pohjola, T. (2025). Enlivening a place brand inclusively: Evidence from ten European cities. Place Branding and Public Diplomacy, 21(1), 67–80. https://doi.org/10.1057/s41254-024-00362-5Lengyel, I. (2000). A regionális versenyképességről. Közgazdasági Szemle (Economic Review - monthly of the Hungarian Academy of Sciences), XLVII(12), 962–987.Lengyel, I. (2000). A regionális versenyképességről. Közgazdasági Szemle (Economic Review - monthly of the Hungarian Academy of Sciences), XLVII(12), 962–987.Lengyel, I. (2005). The Pyramid Model: Enhancing Regional Competitiveness in Hungary. Acta Oeconomica, 54(3), 323–342. https://doi.org/10.1556/aoecon.54.2004.3.3Lengyel, I. (2005). The Pyramid Model: Enhancing Regional Competitiveness in Hungary. Acta Oeconomica, 54(3), 323–342. https://doi.org/10.1556/aoecon.54.2004.3.3Lysova, N.A. (2021). Marketing territoriy: kontseptsiya, instrumenty, opyt primeneniya v regionakh Rossii [Territory marketing: Concept, tools, and application experience in Russian regions]. Finansovyy Biznes, 3(213), 18–21. (in Russ.)Lysova, N.A. (2021). Marketing territoriy: kontseptsiya, instrumenty, opyt primeneniya v regionakh Rossii [Territory marketing: Concept, tools, and application experience in Russian regions]. Finansovyy Biznes, 3(213), 18–21. (in Russ.)Malecki, E. J. (1989). Technology, Employment, and Regional Competitiveness. Economic Development Quarterly, 3(4), 331–338. https://doi.org/10.1177/089124248900300409Malecki, E. J. (1989). Technology, Employment, and Regional Competitiveness. Economic Development Quarterly, 3(4), 331–338. https://doi.org/10.1177/089124248900300409Moradi, F., Zarabadi, Z.S.S., & Majedi, H. (2020). Explanation of Culture-led Regeneration Model in Urban Management of City Centers In order to Competitiveness. International Journal of Urban Management and Energy Sustainability, 1(4), 54–66. https://doi.org/10.22034/IJUMES.2018.18.12.025Moradi, F., Zarabadi, Z.S.S., & Majedi, H. (2020). Explanation of Culture-led Regeneration Model in Urban Management of City Centers In order to Competitiveness. International Journal of Urban Management and Energy Sustainability, 1(4), 54–66. https://doi.org/10.22034/IJUMES.2018.18.12.025Oshchepkov, V. M., & Subbotina, Yu. D. (2012). Konkurentosposobnost' regionov: sushchnost', sovremennye faktory povysheniya [Regional competitiveness: Essence and modern factors of enhancement] (in Russ.). Vestnik Permskogo Universiteta. Seriya: Ekonomika, 5, 6–12. (in Russ.)Oshchepkov, V. M., & Subbotina, Yu. D. (2012). Konkurentosposobnost' regionov: sushchnost', sovremennye faktory povysheniya [Regional competitiveness: Essence and modern factors of enhancement] (in Russ.). Vestnik Permskogo Universiteta. Seriya: Ekonomika, 5, 6–12. (in Russ.)Parshin, V.Ya. (2025). Rol' sobytiynogo marketinga v uluchshenii imidzha regiona (na primere g. Sevastopolya) [The role of event marketing in improving the image of a region (on the example of Sevastopol)]. Progressivnaya Ekonomika, 3, 96–105. https://doi.org/10.54861/27131211_2025_3_96 (in Russ.)Parshin, V.Ya. (2025). Rol' sobytiynogo marketinga v uluchshenii imidzha regiona (na primere g. Sevastopolya) [The role of event marketing in improving the image of a region (on the example of Sevastopol)]. Progressivnaya Ekonomika, 3, 96–105. https://doi.org/10.54861/27131211_2025_3_96 (in Russ.)Pashkus, N.A., Pashkus, V.Yu., & Kulikova, D. A. (2023). Prodvizhenie brenda territorii: moshchnost' brenda i kul'turnye meropriyatiya [Territorial brand promotion: Brand strength and cultural events] (in Russ.). Problemy Sovremennoy Ekonomiki, 1(85), 101–105. (in Russ.)Pashkus, N.A., Pashkus, V.Yu., & Kulikova, D. A. (2023). Prodvizhenie brenda territorii: moshchnost' brenda i kul'turnye meropriyatiya [Territorial brand promotion: Brand strength and cultural events] (in Russ.). Problemy Sovremennoy Ekonomiki, 1(85), 101–105. (in Russ.)Porter, M. E. (1990). The competitive advantage of nations. Free Press.Porter, M. E. (1990). The competitive advantage of nations. Free Press.Pryadeyn, A.A. (2005). Strategiya razvitiya konkurentosposobnosti krupneyshego goroda [Strategy for developing the competitiveness of a large city]. Economy of Region, 4(4), 171–179.Pryadeyn, A.A. (2005). Strategiya razvitiya konkurentosposobnosti krupneyshego goroda [Strategy for developing the competitiveness of a large city]. Economy of Region, 4(4), 171–179.Rask, N., & Adams, R. I. (1979). Regional competitiveness of alcohol production in Brazil. No. CONF-7904184-1. https://www.osti.gov/biblio/5821528Rask, N., & Adams, R. I. (1979). Regional competitiveness of alcohol production in Brazil. No. CONF-7904184-1. https://www.osti.gov/biblio/5821528Selyukov, M. V., Shalygina, N.P., & Kurach, E. V. (2012). K voprosu o teorii i praktike razrabotki brend-platformy na urovne regiona [On the theory and practice of developing a brand platform at the regional level]. Sovremennye Problemy Nauki i Obrazovaniya, 3, 244. (in Russ.)Selyukov, M. V., Shalygina, N.P., & Kurach, E. V. (2012). K voprosu o teorii i praktike razrabotki brend-platformy na urovne regiona [On the theory and practice of developing a brand platform at the regional level]. Sovremennye Problemy Nauki i Obrazovaniya, 3, 244. (in Russ.)Shalygina, N. P., Selyukov, M. V., Zenin, G. V., & Shalygina, T. O. (2013). Brending i ego rol' v povyshenii konkurentosposobnosti regiona [Branding and its role in increasing regional competitiveness] (in Russ.). Nauchnyy Zhurnal NIU ITMO. Seriya: Ekonomika i Ekologicheskiy Menedzhment, 4, 15. (in Russ.)Shalygina, N. P., Selyukov, M. V., Zenin, G. V., & Shalygina, T. O. (2013). Brending i ego rol' v povyshenii konkurentosposobnosti regiona [Branding and its role in increasing regional competitiveness] (in Russ.). Nauchnyy Zhurnal NIU ITMO. Seriya: Ekonomika i Ekologicheskiy Menedzhment, 4, 15. (in Russ.)Tan, F., Zhu, J., Zou, Y., Ye, J., & Li, X. (2023). Construction logic of ocean city branding: Based on cultural brand and cultural memory. Ocean & Coastal Management, 244, 106808. https://doi.org/10.1016/j.ocecoaman.2023.106808Tan, F., Zhu, J., Zou, Y., Ye, J., & Li, X. (2023). Construction logic of ocean city branding: Based on cultural brand and cultural memory. Ocean & Coastal Management, 244, 106808. https://doi.org/10.1016/j.ocecoaman.2023.106808Vickerman, R. (1988). The Channel Tunnel, regional competitiveness and regional development. A British perspective. Hommes et Terres Du Nord, 1–2, 40–47. https://doi.org/10.3406/htn.1988.2153Vickerman, R. (1988). The Channel Tunnel, regional competitiveness and regional development. A British perspective. Hommes et Terres Du Nord, 1–2, 40–47. https://doi.org/10.3406/htn.1988.2153Vickerman, R.W. (1989). Measuring changes in regional competitiveness: The effects of international infrastructure investments. The Annals of Regional Science, 23(4), 275–286. https://doi.org/10.1007/BF01579779Vickerman, R.W. (1989). Measuring changes in regional competitiveness: The effects of international infrastructure investments. The Annals of Regional Science, 23(4), 275–286. https://doi.org/10.1007/BF01579779Virgo, B., & de Chernatony, L. (2006). Delphic brand visioning to align stakeholder buy-in to the City of Birmingham brand. Journal of Brand Management, 13(6), 379–392. https://doi.org/10.1057/palgrave.bm.2540280Virgo, B., & de Chernatony, L. (2006). Delphic brand visioning to align stakeholder buy-in to the City of Birmingham brand. Journal of Brand Management, 13(6), 379–392. https://doi.org/10.1057/palgrave.bm.2540280Wahba, S., Chun, Y. (2022). Orange is the new colour of city competitiveness: The role of local governments in promoting cultural and creative industries. Journal of Urban Regeneration and Renewal, 15(2), 136–149. https://doi.org/10.69554/YLYW9891Wahba, S., Chun, Y. (2022). Orange is the new colour of city competitiveness: The role of local governments in promoting cultural and creative industries. Journal of Urban Regeneration and Renewal, 15(2), 136–149. https://doi.org/10.69554/YLYW9891Wu, Q. (2008). The Scheme of Rizhao City Brand. International Business Research, 1(3), 80–82. https://doi.org/10.5539/IBR.V1N3P80Wu, Q. (2008). The Scheme of Rizhao City Brand. International Business Research, 1(3), 80–82. https://doi.org/10.5539/IBR.V1N3P80Zakharchuk, E.A., & Uporov, V.E. (2021). Individualizatsiya gorodov kak odin iz faktorov sokhraneniya chelovecheskogo kapitala [Individualization of cities as one of the factors of human capital preservation] Vestnik Universiteta, (12), 40–46. https://doi.org/10.26425/1816-4277-2021-12-40-46 (in Russ.)Zakharchuk, E.A., & Uporov, V.E. (2021). Individualizatsiya gorodov kak odin iz faktorov sokhraneniya chelovecheskogo kapitala [Individualization of cities as one of the factors of human capital preservation] Vestnik Universiteta, (12), 40–46. https://doi.org/10.26425/1816-4277-2021-12-40-46 (in Russ.)Zenker, S., & Beckmann, S. C. (2013). My place is not your place – different place brand knowledge by different target groups. Journal of Place Management and Development, 6(1), 6–17. https://doi.org/10.1108/17538331311306078Zenker, S., & Beckmann, S. C. (2013). My place is not your place – different place brand knowledge by different target groups. Journal of Place Management and Development, 6(1), 6–17. https://doi.org/10.1108/17538331311306078

The authors declare that there are no conflicts of interest present.