Marketing and cultural components of the image of the city (on the basis of Tomsk, Irkutsk). Part 2. Research of population's awareness about the image of the city

The article deals with different mechanisms of territorial image and branding which are very topical nowadays. We search them on the base of Siberian towns Tomsk and Irkutsk. According to Tomsk Region Administration, this town has not only educational potential but also industry and investment potential, agro-industrial complex, a special economic zone. In connection with this trend it was necessary to create new visual and verbal style of a territorial brand of Tomsk Region. "The competition for the best conception of visual and verbal style of territorial brand of Tomsk Region" started 16.07.2015. This competition was organized by the Fund of territory's promotion and development and Tomsk Region Administration. In the first part of our research we gave general characteristic of verbal style of these conceptions. The second part of our study was devoted to identifying the awareness of residents and visitors about the town's territorial brand and the voting. According to the results of the voting we made a conclusion about resident's opinion. They perceive Tomsk as Siberian Athens because there are many universities there. Attempts of changing this image had no success. The last part of our study was devoted to identifying the awareness of residents and visitors about Irkutsk's territorial brand. According to the results of the survey we made a conclusion that the most perspective image trend of the town is "Irkutsk - the gate to Baikal". If we compare resident's awareness of the images of Siberian towns we can see that the majority of respondents don't know what image has the territory. That's why the authors think that positioning of the brand and the image of the town isn't conducted at the proper level. The town's branding will be effective only if it will have elaborate and well structured conception.

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