Yarosh O.B. Territorial Identification of Cities Based on Neurobranding
Olga B. Yarosh
V.I. Vernadsky Crimean Federal University, Simferopol, Russian Federation
Abstract. Neurobranding allows studying biometric indicators and consumer reactions to different brands to analyze visual attention, which makes it possible to open a new page in the study of territorial identification of cities. The purpose of this study is the eye tracking study of the coats of arms symbols of the cities of the Republic of Crimea in order to identify their visual significance and attractiveness, as well as the possibility of using them as brand identifiers of territories. The work is based on the biometric data obtained in the experimental eye tracking study. The object was the consumer perception of the coats of arms of municipalities of the Republic of Crimea in the context of different ethnic groups. The study revealed that the patterns of distribution of visual attention to the symbolic identifiers of the cities are different for the representatives of different ethnic groups inhabiting the Crimea, there are also gender differences in the study of brand identifiers. It is shown that the stronger identification of visual images with the
specificity of a place, the more attractive and corresponding to reality the identifier itself is. The population’s knowledge of municipal symbols is not connected with their visual prominence. It is concluded that those identifiers that are poorly perceived, translate it to the represented city. Therefore, the idea of creation in the future on the basis of heraldry appropriate logos by means of borrowing its colors and fonts should be realized very thoughtfully. The consumer prefers simpler forms and meanings, as they are easier to remember, and probably the trend of minimalism will continue in conditions of general digitalization.
Key words: neurobranding, neuromarketing, coat of arms, city, territorial branding, identity, eye tracking.
Citation. Yarosh O.B., 2022. Territorial Identification of Cities Based on Neurobranding. Regionalnaya ekonomika. Yug Rossii [Regional Economy. South of Russia], vol. 10, no. 3, pp. 110-120. (in Russian). DOI: https://doi.org/10.15688/re.volsu.2022.3.11
Attachments: /eng/contacts/2_Yarosh.pmd.pdf