Brand of a corporation and place branding: the power of synergy

Abstract

. A brand of a place has a multi-level structure with complex internal and external relationships. Large corpo-rations operating in the region have a serious influence on place branding. Gazprom’s structures have been developing in Tomsk region for more than 40 years, largely determining the region’s economy, its potential and prospects. The brand of Tomsk region and the brand of Gazprom strengthen each other on the basis of the proximity of their interests in economics, innovations, and social partnership. Although the degree and quality of corporate brand influence on place branding cannot be expressed by a mathematical formula, the relationship between these brands is quite obvious and synergetic. The paper gives examples of contact points of Tomsk and Gasprom brands, which are the image of Tomsk as Eastern Outpost and an innovation center of the Federal level.