Alma Mater
ISSN 1026-955X
Vestnik Vysshey Shkoly (Higher School Herald)
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Formation of social and cultural brand of rural territories: regional aspect

E.V. Kharkovskaya, E.A. Beletskaya, Yu.V. Bovkunova, O.N. Genenko
80,00 ₽

E.V. Kharkovskaya is Cand.Sci. (Pedagogy), doc. e-mail: ;

E.A. Beletskaya is Cand.Sci. (Psychology), doc. e-mail: ;

Yu.V. Bovkunova is Cand.Sci. (Philosophy), doc. e-mail: ;

and O.N. Genenko is Cand.Sci. (Pedagogy), doc. e-mail:  

at Belgorod State University of Arts and Culture


On example of Belgorod region, substantiated is necessity of using branding mechanisms for formation of positive image of region for creation of it’s positive image thanks to joint efforts of local authorities, cultural and leisure institutions, rural councils and civil society. Appearance of brand as innovative form of growth and prosperity of rural areas will help to attract investments, infusion of additional capital into economy of region, arrival of competent, innovative, creative personnel, improve not only of economic situation, but also preservation of individual characteristics and it’s natural resources. According to the authors, formation of cultural brand allows to show socio-cultural space of a single rural settlement as territory with distinctive original features.

Key words: brand, rural areas, cultural branding, socio-cultural activity.


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