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CULTURAL BRANDING OF TERRITORIES AS POLITICAL STRATEGY
Yudin Pavel Evgen'evich
Russian Research Institute for Cultural and Natural Heritage named after Dmitry Likhachev
Abstract. The article substantiates an idea that cultural branding may be the leading element of the modern integrated development of territories. Culture is considered as the major factor of development, and heritage at the same time acts as the major factor of branding. The paradigm of cultural and natural heritage preservation is changed from "protection of…" to "protection for…", the past becomes an element of the present and the future, and positioning the image of a state and its cultural advantages is transformed into a political task.
Key words and phrases: брендинг территорий, культура, культурное наследие, политическая стратегия брэндинга, имиджевое позиционирование территории, branding of territories, culture, cultural heritage, political strategy of branding, image positioning of territory
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