День Победы как платформа реализации политики памяти и глобального позиционирования России в мире в комплексной стратегии российского национального брендинга

Abstract

The article is devoted to the study of Victory Day Parade as a historical and promising platform initiated by Russia for the consolidation of the Russian people on the base of the implementation of memory policy and combating falsification of history. The author investigates the phenomenon of memory policy as an active strategy for consolidating significant historical events in the mass consciousness of the population and external target audiences, including through commemorative practices in order to realize Russia's national interests in domestic and foreign policy. The article considers the role of the Victory Day Parade as a symbolic message to external audiences about the historical and promising geopolitical role of Russia against the background of unprecedented information pressure from the West and a special military operation on the territory of Ukraine. The author studies the effectiveness and limitations of such important promotional movements as the Immortal Regiment (Bessmertniy Polk) and the St. George Ribbon (Georgievskaya Lentochka) as significant soft power tools in the strategy of Russian national branding both within the country and abroad. The article analyzes the Victory Day Parade as an instrument in the comprehensive strategy of national branding of the Russian Federation based on the innovative competencies of the military-industrial complex. The author concludes that in the structure of the Russian national brand there is the brand in the field of defense industry that can play the role of both the bonds of Russian society and the intensification of the pro-Russian principle abroad, as well as restraint and counterbalance in the international arena.