Conservation of Historical and Cultural Identity of Small Towns in Russia: The Role of Brands

Abstract

Nowadays, the development of small towns of Russia is implemented in a large part thanks to the touristic industry. In the most ancient Russia towns they try to protect the existing historical and architectural environment, to organize the quality restoration of the monuments of architecture. But often it is not enough to make a certain town attractive for tourists. There are many necessary factors for the successful development of a town. Brand is one of tools of working out an original concept of development and protecting historical and cultural identity of a certain town; i.e. brand is a specific philosophy of a certain territory which provides the manifestation of its individuality. Many small towns of Russia set a task of working out their own brands. We mean not a logo, but a complete town's brand with the identity of a town and the strategy of development of that town.