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Habitat

Nowadays more and more scientific
articles are being devoted to the processes
of the territory branding. They refer to
the technology of the brand creation and
point out its importance in further complex
development. Thus one can distinguish the
concept of the geo-cultural branding by D.N.
Zamyatin [1], the marketing approach by
A.P. Pankrukhin [2], the notion “territory
reputation” by I.S. Vazhenina [3, P.2-12],
the historical and cultural brand studies by
V.K. Malkova and V.A. Tishkova [4, P.27-
62], and etc. In 2012, A.A. Graver ordered
and analysed the existing researches in the
territorial imagology as well as divided them The creative space "New Holland" in St. Petersburg. Photo from the official website https://www.newhollandsp.ru
into six basic directions [5, P. 29-45], which
include political psychology, culture studies,
marketing, economics, general theoretical influence (people, events, and mass media). of this consolidating idea and a means of
questions, mass media functioning, and At the same time it is not created out of communication with the world. On the
social studies. However, in my opinion, the nothing but “cultivated”, if “the community contrary, the sustainable distinguishing
dynamic nature of the territory brand is not (the authority, business and cultural elite, cultural meanings of the territory are the
discovered fully; it breaks the connection society activists or all together)” carry out favourable source for their final shaping by
with constantly changing reality. This work the work on the search or systematic use branding.
is directed at distinguishing such dynamic of its competitive advantages to meet the As the territory brand is the objectivising
brand foundations. demand on them from their own citizens, of meanings within territorial limits, it also
The brand is a dominating territory idea, city guests, investors, and other target needs developing alongside with the local
“the life authenticity concept” within its groups” as well [7, P.42]. symbolic capital build-up.
borders. This idea has been being shaped for In its essence, the brand is the artificial The territory symbolic capital can be
a long time under the influence of different formulation of the existing territory image, defined as “the conception of its significance,
types of factors. Then it is corrected the direct connection with which stipulates according to the values system of certain
artificially in correspondence with the the reasons for its topicality. The brand individual or community” [8, P.47]. It is also
development priorities, formulated, and closeness to the territory reality and factual “a set of meanings and senses, that provides a
broadcasted intentionally at last as the development strategies promote more place (territory) with recognition, popularity,
brand through different channels of positive perception by the local community prestige, trust from different target groups” [9,

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46 Arctic Art & Culture • №1 (3) • 2018 Arctic Art & Culture • №1 (3) • 2018 47