ОПЫТ БРЕНДИРОВАНИЯ РОССИЙСКИХ РЕСПУБЛИК: ВАРИАТИВНОСТЬ ИНСТИТУЦИОНАЛИЗАЦИИ ЭТНОКОМПОНЕНТА

Abstract

The research is aimed at identifying the institutionalization of the ethnic component in regional brands in Russian national republics. Ethnic or ethno-regional brands are considered as an element of the institutionalization of ethnicity, a way of marking borders in accordance with the "us vs. them” dynamic. To identify patterns in the branding policy of the Russian republics, media monitoring is used through the Medialogy system. The latter helps to determine the directions of branding implementation and to highlight the republics where a comprehensive policy in this area present. It is revealed that there is no clear relation between the volume of regional brands having an ethnic component in each of the ethnic territorial autonomy and the specifics of the composition of the regional population. Tourist and industrial branding, i.e., the external direction of branding, are the most widespread in the republics. Ethnicity as an aspect of the external positioning of the territorial community is associated with the emphasis on the uniqueness of the national composition of the population of the region. A promising direction for the development of territorial branding is the development of domestic brands and the sphere of creative industries in the republics.