Scientific journal
Название журнала на английском
ISSN 2500-0802
ПИ №ФС77-61154

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THE CROWDSOURCING LIKE AN INSTRUMENT OF PLACE BRANDING

Lutsenko Y. V. 1
1 Saint-Petersburg University of Humanities and Social Sciences
In the research the author reflects the problem of lack of use of the crowdsourcing in place branding. Brand-managers don’t pay attention to the citizens, who are the consumers of the brand and it’s carriers. The main idea, which is made by the brand-manager, should be clear and close to the citizens, but it is formulated without regard of their opinion. Using the crowdsourcing technology allows to know the correctness of the creating idea; to test it and involve the citizens to the project’s implementation. The process of the involving the citizens is very hard, but it can be simplified by using the experience of the youth organizations and communities, which are carrying out the systematic work with the citizens, involving them. For making a strong brand it should be combined the crowdsourcing technology, an experience of the youth organizations and the organizations and communities itself, which can be involved in the place branding’s implementation.