I. N. PRONINA, I. L. SIROTINA, M. A. SHOROKHOVA. BRANDING STRATEGIES OF THE CITY OF SARANSK IN THE CONTEXT OF THE CATEGORY OF “QUALITY OF LIFE”

UDC 316.334.52:339.13(470.345-25)

I. N. PRONINA, I. L. SIROTINA, M. A. SHOROKHOVA. BRANDING STRATEGIES OF THE CITY OF SARANSK IN THE CONTEXT OF THE CATEGORY OF “QUALITY OF LIFE”

Keywords: brand; brand of a city; branding strategy; quality of life; territorial branding

Introduction: currently, the issue of development of a city brand strategy in any region of the Russian Federation is highly relevant, as its successful implementation can provide a considerable impetus for development of the city, of its infrastructure, human potential, industry, culture and tourism. Choosing an effective branding strategy is a complex task requiring an integrated approach.

Materials and Methods: the materials used were scientific publications of the leading Russian and foreign experts in the field of territorial branding, as well as statistical and rating data from open sources. The study was performed in the framework of an integrated approach based on the principle of systematicity; the methods used were: analysis, synthesis, data generalization and integration, conceptual modeling.

Results: the authors identified the reasons that make creation of the brand of the city of Saransk, the capital of the Republic of Mordovia, a complex scientific and practical issue requiring immediate solution. The performed analysis revealed that there are three brand development strategies of the city of Saransk: Saransk as a capital, Saransk as a sports city and Saransk as a model province. It was exposed that implementation of these brand development strategies, despite the obvious progress, cannot give considerable results because it does not significantly improve the quality of life of the population.

Discussion and Conclusions: the existing brand development strategies of the city of Saransk are largely intrinsic to other medium-sized cities as well. Having a number of advantages, these branding strategies, however, do not lead to a substantial increase in the important indicator of brand development, that of improvement of the quality of life of the population. In this regard, the issue of choosing an effective branding strategy of a city development remains relevant and requires an integrated approach to be settled.

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Contribution of the authors:

Irina N. Pronina — writing and revision of the article.

Irina L. Sirotina — statement of the scientific problem of the article, determination of the theoretical and methodological foundations of the research.

Maria A. Shorokhova — search for analytical materials in Russian and foreign sources about problem of the quality of life.

About the authors:

Irina N. Pronina, Candidate of Philosophical Sciences, Associate Professor at the Department of Design and Advertising, National Research Mordovia State University (68 Bolshevistskaya St., Saransk, 430005, Russia) (е-mail: proninain@mail.ru). ORCID: http://orcid.org/0000-0002-2708-2494

Irina L. Sirotina, Doctor of Philosophical Sciences, Head of the Department of Design and Advertising, National Research Mordovia State University (68 Bolshevistskaya St., Saransk, 430005, Russia) (е-mail: sirotinail@mail.ru). ORCID ID: http://orcid.org/0000-0003-4498-5529

Maria A. Shorokhova, Candidate of Philosophical Sciences, Associate Professor at the Department of Design and Advertising, National Research Mordovia State University (68 Bolshevistskaya St., Saransk, 430005, Russia) (е-mail: shorokhovama@mail.ru). ORCID: http://orcid.org/0000-0002-7015-3569

For citation: Pronina I.N., Sirotina I.L., Shorokhova M.A. Branding Strategies of the City of Saransk in the Context of the Category of “Quality of Life”. REGIONOLOGIYA = REGIONOLOGY. 2017; 3(25):407—420.

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