THE CASPIAN REGION:Politics, Economics, Culture

Scientific journal

Cultural brand-building of Volgagrad: problems and circumstances

2017. №4, pp. 137-145

Shipitsin A.I. - Ph.D. (Philosophy), Associate Professor, Volgograd State Socio-Pedagogical University, 27 V.I. Lenina Ave., Volgograd, 400066, Russian Federation, ibg81@mail.ru

Scheglova L.V. - D.Sc. (Philosophy), Professor, Volgograd State Socio-Pedagogical University, 27 V.I. Lenina Ave., Volgograd, 400066, Russian Federation, ibg81@mail.ru

The article generalizes and systematizes international practices of culture and arts marketing in brand-building of cities for the purpose of revealing the circumstances necessary for successful cultural policy aiming to build a positive image of a city as a cultural center in relation to Volgograd. There’s a description of branding essence and reasons for popularity of this practice nowadays. The mechanisms of building identity of the place with the use of local cultural resources are studied. The paper also focuses on the key factors of effective cultural policy and the main difficulties in problem solving of renovation of the war memorial status of Volgograd.

Key words: культура, город, брендинг, культурная политика, региональная идентичность, город культуры, Волгоград, culture, city, brand-building, regional identity, city of culture, Volgograd

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