CULTURAL BRAND OF THE REPUBLIC OF MORDOVIA AS A PROJECT STRATEGY FOR THE DEVELOPMENT OF THE TERRITORY

Abstract

Purpose. The paper substantiates the necessity for conceptualisation of the cultural brand of the Republic of Mordovia as a strategic resource of development and popularisation of the territory. Methods. The study draws on conventional scientific methods: analysis, synthesis, generalisation and conceptual modeling, which enabled to substantiate the importance of the project idea of a cultural brand. Results and practical significance. The paper reveals that the projecting of the Republic of Mordovia’s cultural brand enables to enhance consolidation of various resource areas: natural, scientific, educational, symbolic, etc. Conceptualisation of the model of cultural brand will serve as a basis for recreational and tourist activities, will foster preservation and safeguard of cultural traditions, helping to support and develop folk arts and crafts, to create additional job vacancies, to intensify the dynamics of the artistic life of the territory. Novelty. Considering current competition between territorial entities, the aspects of territorial branding of the Republic of Mordovia require a profound theoretical grounding. The region’s development strategy, based on the projecting of cultural brand has not been thoroughly substantiated in the scientific literature, as well as in the regional practice of territorial branding.