Regional branding in strengthening Russian national identity: empirical challenge and expert response

Abstract

The article analyses the identification processes of Russian society in the context of modern geopolitical and socio-cultural challenges. It is substantiated that under conditions of uncertainty society requires consolidation and unity on the basis of a unifying concept or model. The aim of the article is to substantiate the possibilities of regional branding as a part of regional identity policy in strengthening the all-Russian identity. The research methodology is based on an interdisciplinary approach, the main provisions of the theory of social constructivism and the concept of multilevel identity are taken as a basis. The hypothesis is that the strengthening of regional identity in Russian regions and regional branding based on it can strengthen Russian national identity rather than fragment it. The hypothesis was tested using quantitative and qualitative methods. The empirical basis of the research was the results of a mass online survey of residents of three republics of the North Caucasus - Adygea, Kabardino-Balkaria and Dagestan, conducted in October-November 2023 (n= 1421). Its results were supplemented with the data of the expert survey. The obtained data indicate the absence of formed brands in the studied regions, which is confirmed by the results of the representative survey (low level (less than 20%) of residents' awareness of neighbouring regions) and expert opinions. At the same time, there is a consistent movement towards the recognition of the potential of branding in the development of regions, that includes the search for key images-ideas constructed both from below (by the population of the republics) and from above (by regional authorities together with business, media and public organisations). Branding of regions and increasing their recognisability contributes to the strengthening of the Russian national identity. The interviewed experts agreed that regional branding works as a mechanism for maintaining the consolidation of Russian society and its potential should be built into the identity policy.