Бренд «Курорты Северного Кавказа»: кластерный подход к позиционированию и продвижению

Abstract

The article deals with the application of the cluster approach to the positioning and promotion of the umbrella brand of the ski resorts of the North Caucasus. The use of recommendations for choosing the basis for positioning, the advisability of embedding an all-Caucasus souvenir brand in the umbrella brand, and the use of personalized information promotion tools will allow differentiation and recognition of resorts within the tourist cluster.