Republic of Mordovia: analysis of image positioning attributes
( Pp. 40-46)

More about authors
Zaitseva Larisa A.
National Research Ogarev Mordovia State University Napalkova Irina G. kandidat istoricheskih nauk, docent, docent kafedry vseobschey istorii, politologii i regionovedeniya
National Research Ogarev Mordovia State University
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Abstract:
Objective: analysis of the main directions of image positioning of the Republic of Mordovia. Model: the most relevant leitmotives used to promote the image of Mordovia in a competitive environment are studied and an attempt is made to assess the degree of their uniqueness. The formation of the territory's image is directly related to its positioning, i.e., the choice of special properties (qualities, attributes) that would favorably distinguish it from the category of similar ones and create a reputation for success. Within each image leitmotif, positioning drivers, foreign analogues, the existing base, objects of communication influence, parties requiring leveling, and accompanying positioning lines are determined. It is concluded that the most promising areas are: «educational center»; «territory of sports»; «center of innovation»; «cultural province»; «center of the Finno-Ugric world»; «territory-health resort». When forming an image strategy, it is important to take into account the interests of both its residents and external audiences. There is still an open question about the effectiveness of the umbrella brand, («Saransk is an exemplary province») which is capable of incorporating all existing positioning, and on the other in terms of growth subject (role) can blur the perception of the territory and its recognition.
How to Cite:
Zaitseva L.A., Napalkova I.G., (2020), REPUBLIC OF MORDOVIA: ANALYSIS OF IMAGE POSITIONING ATTRIBUTES. Economic Problems and Legal Practice, 2 => 40-46.
Reference list:
Bogatova O. A. Guseva E. N. Vizual nye reprezentatsii sotsial noy identichnosti g. Saranska v kachestve stolitsy Respubliki Mordoviya v gorodskikh publichnykh prostranstvakh URL: OGARYEV-ONLINE. 2019. 14 (135).
Vinnik U.A., Sirotina I.L., Fadina N.V. Tekhnologii brendinga v prodvizhenii kompanii i regiona (na primere Respubliki Mordoviya) v munitsipal nom kontekste // Munitsipalitet: ekonomika i upravlenie. 2017. №4. S.41-45.
Desyaev D. G., Napalkova I. G. Sportivno-sobytiynaya sostavlyayushchaya v imidzhe regiona (na primere Respubliki Mordoviya) // Sportivnyy menedzhment: aktual nye problemy, prakticheskiy opyt i perspektivy: sb. nauch. st. - N. Novgorod: Nizhegorodskiy gosuniversitet, 2020. - S. 31- 36.
ZHulina M. A., Kitsis V. M., Firstov M. I. Pozitsionirovanie Respubliki Mordoviya kak turistskoy destinatsii // Servis v Rossii i za rubezhom. 2019. T. 13. № 4 (86). S. 111-122.
Kil dyushkina I. G., Radaykin A. A., Grigorash D. R. Brend Respubliki Mordoviya kak faktor ee konkurentosposobnosti // Vestnik NII gumanitarnykh nauk pri Pravitel stve Respubliki Mordoviya. 2016. № 2 (38). S. 133-142.
Makhaev V. Kamennye dzhungli dlya zhizni ne prigodny URL: https://izvmor.ru/publikatsii-spetsproektov/borodatyj-blog/viktor-mak-haev-kamennye-dzhungli-dlya-zhizni-ne-prigodny (data obr. 22.03.2020)
Poslanie Glavy Respubliki Mordoviya Gosudarstvennomu Sobraniyu Respubliki Mordoviya URL: http://www.e-mordovia.ru/glava-rm/poslanie-glavy-rm/ (rezhim dostupa 15.03.2020)
Rossiya zaymetsya sanatoriyami radi uvelicheniya eksportnogo potentsiala URL:https://www.atorus.ru/press-centre/new/45244.html (data obrashcheniya 01.04.2020)
Sirotina I. L., Fadina N. V., Vinnik U. A. Tekhnologii brendinga v prodvizhenii kompanii i regiona (na primere Respubliki Mordoviya) v munitsipal nom kontekste // Munitsipalitet: ekonomika i upravlenie. 2017. № 4 (21). S. 41-45.
Turistskaya privlekatel nost Respubliki Mordoviya / A. I. Efimova, O. S. Kalachina, T. I. Kirdyashkina, V. V. Kozin // Sotsial no-ekonomicheskoe razvitie Respubliki Mordoviya v 2017 g.: Sb. nauch. trudov. Saransk, 2019. S. 382-424.
Keywords:
image, regional image, Republic of Mordovia, positioning, education, sport, innovation, Finno-Ugric world, regional development management.


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