DEVELOPING A FOUR-DIMENSIONAL PLACE BRAND MODEL (THE ELTONSKY NATURE PARK AS AN EXAMPLE)

Abstract

A four-dimensional model of a place brand allows us to identify specific aspects of its marketing: the cognitive aspect (through rational arguments and objective facts); the affective aspect (through emotions, storytelling, and automatic thinking); the self-actualization aspect (promotion based on creating opportunities for personal contribution to the brand); and the social aspect (based on social interactions and co-creation). The object of analysis is the Eltonsky Nature Park (Volgograd Region), whose balneological resources are analogous to the Dead Sea, and whose biodiversity has been designated a UNESCO Biosphere Reserve. The brand's promotion concept is based on a diversification strategy that involves entering new market segments with offerings based on a combination of therapeutic and wellness services with authentic experiences through events related to the development of creative abilities, the restoration of psycho-emotional health, sports and eSports activities, nature observation, and media content creation.