Branding of the Republic of Adygea Based on Traditional and Innovative Technologies

Abstract

Based on the analysis of the main brands of the Republic of Adygea, the article provides their classification taking into account the historical, natural and ethno-cultural characteristics of the region. Branding is considered as one of the directions of identity politics, along with symbolic politics and memory politics. The review of modern publications and regulatory documents devoted to branding policy in the republic is carried out. The main traditional and innovative practices and branding trends of the region are outlined. It is argued that in 2022 the traditional technologies were supplemented by innovative ones, timed to the centenary of Adygea’s statehood, which contributed to the full promotion of the region’s brands. Conclusion dwells upon the fact that regional institutions of power implement a successful identity policy, the component part of which is the brand-ing of the region. This prospect is complemented by the recommendations for further improvement and promo-tion of Adygea’s brands.