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Habitat
resources level but also in adding to the city
value, increasing citizens’ credibility to it as
to the place of a comfortable life and of the
concentration in the goods production. be defined through the intensive development
of the creative sphere [13], for the full
2) Social Grounds express the social functioning of which the high level of the
capital build-up, exclusively acknowledged
by the local community. The signs of such
changes are the increase in the number of
non-commercial and charity organisations,
the strengthening of the horizontal
48 Arctic Art & Culture • №1 (3) • 2018
3) Cultural grounds accompany
the cultural capital accumulation that
is especially meaningful for the local
community. The appearance of a place
mythology, new sights, and really bright
events can be attributed to them. The
most representative example from the
Russian reality is when cultural grounds
led to the rebranding necessity such as
Sochi’s Olympics in 2014. After holding
such a great sportive event of the world
importance, the city remained the place
for all-the-year-round holiday and the
resort rest for various population groups
[14]. The event scale, its coverage duration
in the Russian and foreign mass media,
multimillion tourist flow changed Sochi’s
perception that had been converted from
an ordinary resort city into the modern
recreation centre.
In general, the given examples
demonstrate the plurality in the
accumulation sources of the symbolic
capital, which, in its turn, influence
the degree of the brand topicality and
need in its rethinking directly. Thus the
dynamic nature of the territory brand is
normally defined by its connection with
the territorial historical development and
the emergence of new senses during the
symbolic capital accumulation.
Literature:
1. Zamyatin D.N. The Geo-cultural Territory Branding: Conceptual
Basics // Labyrinth: The Journal of Social and Humanitarian Studies.
2013. # 5.
2. Pankrukhin A.P. The Territorial Marketing. 2nd edition. SPb: Peter,
2006. 416 pp.
3. Vazhenina I.S. The Image and Territorial Reputation // Regional
Economics: Theory and Practice. 2010. #23.
4. Malkova V.K., Tishkov V.A. The Anthropology of Historical
and Cultural Brands of Territories, Regions, and Places // Culture
and Space: Historical and Cultural Brands as well as the Images of
Territories, Regions, and Places / Ed. by V.K. Malkova, V.A. Tishkov.
The Publishing House of SSC RAS Rostov-upon-Don, 2012.
5. Graver A.A. The Image and a Country’s Brand: Notions and
Research Directions // Vestnik of Tom. State Univ. Philosophy.
Sociology. Political Studies. 2012. #3 (19). P.29-45
6. Sogomonov A.Y. The Modern City: An Identity Strategy //
The Reserve Store. 2010. #2 (70). URL: http://magazines.russ.ru/
nz/2010/2/so21.html
7. Vizgalov D.V. The City’s Branding. Fond “The Institute of the City’s
Economy”. M., 2011. 160 pp.
communication net, the general raising of 8. Zamyatina N.Y. The Territory Symbolic Capital in the Arctic
Migrations Context // The Ethnographic Review. 2016. # 4.
trust and solidarity. The existence of the 9. Fedotova N.G., Vasilyeva N.Y. The Symbolic Capital of Veliky
Novgorod in the Social Media Discourse // The Sign: The Problematic
mentioned tendencies in St. Petersburg can Field of Media Education. 2017. #2 (24).
10. Burdye P. The Social Space and Symbolic Power // Thesis. 1993. V.
1. Ed. 2.
11. Demidova M.V. Measurement Units and Liquidity of the Symbolic
Capital: Social and Philosophical Approach // Vestnik PACS. 2014. #2 (41).
12. Belyaeva M.A. Yekaterinburg’s Image: From History to Modernity
social capital is demanded. The emergence of // The Territory of New Opportunities. 2016. #1(32).
13. St. Petersburg’s Creative Spaces. URL: http://spbinvestment.
these creative spaces offering an alternative ru/content/uploadfiles/docs/CREATIVE_kominvest_book-
let_09-10-2017.pdf
to conservative cultural organisations 14. Kulishkin D.Y. The Social and Economic Problems of the Post
helps the general transformation of Olympics Development in Cities: The Tourist Aspect // The Internet
Journal “Naukovedenye”. 2015. #3 (28). URL:https://naukovedenie.
St. Petersburg’s perception. ru/PDF/89EVN315.pdf
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