Territory brand as a result of a sociocultural project implementation

Branding of small towns and rural settlements is associated with problems in the field of management, resource support and the image of the territory. Meanwhile, the development of small town and rural settlement brands is possible through effective policies or funding from state bodies and commercial organizations. Sociocultural projects are transformed into a brand of the territory and can become one of the urban planning tools (they help in creating jobs, solving environmental problems, and attracting potential partners). The purpose of this article is to characterize the sociocultural projects of LLC Lukoil-Perm implemented in small towns and rural settlements in terms of their becoming territory brands. The empirical base of the study is materials of a survey conducted among residents of the city of Perm, towns of Dobryanka and Cherdyn, Ilyinsky and Perm districts about their attitude toward sociocultural projects being implemented. The authors evaluate three components of a sociocultural project transformation into a brand: 1) the recognizability (awareness) level; 2) the degree of loyalty among citizens; 3) the importance of projects for the development of the territory. This study clarifies the idea of a successful sociocultural project in small towns and rural settlements. Provided marketing campaigns are continued in an effective way, the considered objects can become examples of successful small territory brands.