WAYS OF INTERACTING WITH PEOPLE IN THE BRAND PROMOTION OF THE CITY UVAROVO TAMBOV REGION

Abstract

The article raises the question of the need to form a city brand in order to promote the unique territorial and historical features of the Russian hinterland. This aspect is considered through the prism of the population's perception of the distinctiveness of their small homeland and the direct participation of the population in the formation of the brand. The article analyzes the experience of promoting the city of Uvarovo in the Tambov region through territory branding. The basis for the formation of the city brand was taken features of recognition of the territory, which have developed historically, and, therefore, are deeply embedded in the genetic «memory» of fellow countrymen as the only true and distinctive feature. The study included the completeness of the population's involvement in the project, an analysis of the population's activity in creating a brand, identified the main trajectories in promoting the city, and developed recommendations for improving the effectiveness of territorial branding.