Branding Potential of the Republic of Adygea in Strengthening Russian National Identity | South-Russian Journal of Social Sciences
Branding Potential of the Republic of Adygea in Strengthening Russian National Identity
Vol. 25 (2024) No. 3, Southern Russia: People, Society, Politics
Vol. 25 (2024) No. 3
Southern Russia: People, Society, Politics

Branding Potential of the Republic of Adygea in Strengthening Russian National Identity

Zhade Z.A.
Adyghe State University
ORCID ID 0000-0002-7888-8885
Lyausheva S.A.
Adyghe State University
ORCID ID 0000-0001-7249-8846
Gvasheva B.Z.
Adyghe State University
ORCID ID 0000-0002-3520-9934
PDF (Russian)
https://doi.org/10.31429/26190567-25-3-39-52
https://doi.org/10.31429/26190567-25-3-39-52

How to Cite Array

Zhade Z.A., Lyausheva S.A., Gvasheva B.Z. (2024) Branding Potential of the Republic of Adygea in Strengthening Russian National Identity. South-Russian Journal of Social Sciences, 25 (3), pp. 39-52. DOI: 10.31429/26190567-25-3-39-52 (In Russian)
Submission Date 2024-06-04
Accepted Date 2024-08-15
Published Date 2024-09-30

Copyright (c) 2024 Зуриет Анзауровна Жаде, Светлана Аслановна Ляушева, Бэлла Заурбиевна Гвашева

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

Branding of Russian regions in the last decade has become one of the key guidelines of identity politics, along with the politics of memory and symbolic politics. The purpose of this article is to identify the potential of regional brands in strengthening Russian national identity using the example of the Republic of Adygea. The empirical basis of the study was the results of a massive online survey conducted in October-­November 2023. The uniqueness of the region, the consolidation potential of the region, multi-­level identity and the architecture of regional brands were identified as indicators. According to the authors, branding is of great importance in positioning Adygea at the national and international levels, since it involves the creation of brands that are directly identified with the region. Based on the results of an empirical study, the authors divide the hierarchy of identities into “active” and “situational”. The “active” identities that a person demonstrates in the process of everyday social practices include ethnic, generational and professional identities; “situational” identities that a person manifests depending on the actualization of certain contexts include the Russian national, Caucasian, political and regional levels of identity. It has been determined that ethnic identity is expressed in the brands of the republic; generational identity cannot be ignored when constructing a brand, since the search for common value priorities and ideals among different generations will allow the brand to lay consistent foundations for a common Russian identity; professional identities are an indirect indicator of the state of the economic sphere in the region and can be taken into account when constructing a brand.

Keywords

region brand, region branding, branding policy, identity policy, multi-­level identity, Russian national identity, regional identity, ethnic identity, consolidation, uniqueness of the region, Republic of Adygea

Acknowledgements

The research was carried out with the financial support of the Ministry of Science and Higher Education of the Russian Federation within the framework of the state assignment for research at ASU under project No. FENZ‑2024–00049 “Macroregional identity in the North Caucasus: formation practices, development potential, impact on national consolidation”.

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