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PROBLEMS OF MODERN ECONOMICS, N 4 (84), 2022
ECONOMICS AND MANAGEMENT IN THE SPHERE OF SERVICES
Pashkus N. A.
Chair of Branch Economics and Finances, A.I. Herzen Russian State Pedagogical University (St. Petersburg), PhD (Economics), Professor
Pashkus V. Yu.
Chair of Economic Theory and Economic Politics, St. Petersburg State University (St. Petersburg), PhD (Economics), Professor
Mal’tseva Yu. M.
Assistant Professor, Chair of Cultural Studies, Philosophy of Culture and Esthetics, St. Petersburg State University, PhD (Philosophy)
Kulikova D. A.
Junior research fellow-curator, The State Hermitage Museum (St. Petersburg)

Cultural identity in the cities: conceptual approaches, brands and the global competitiveness (Russia, St. Petersburg)
The article discusses the cultural identity of a city, which allows developing a strong brand of the city and establish its global competitiveness. The authors analyze the key conceptual approaches to distinguishing the cultural identity of a city and emphasize that attaining the level of an imperial and global city impacts its cultural identity and lead to the growing value of its brand. Imperial and global may be characteristic to the cities only during certain periods of their histories, whereas changes of the cultural context and weaking of the city’s impact on the cultural, economic and social space decrease the city’s imperial and global status. The article reveals new principles in formation of the key attributes of the city’s brand and its cultural identity; these principles are applicable in the system of evaluation of global competitiveness in the process of implementation of the break-through positioning strategy on the market of territories. On the basis of the evaluation system, the article develops a model of competitiveness, which is tested with regard to four cities possessing strong brands and cultural identities, and using the strategy of break-through positioning. The authors develop new recommendations for break-though positioning of the city brands on the basis of its cultural identity, including their imperial natura and the global scope.
Key words: territorial brand, cultural brand, cultural identity, imperial city, positioning of the territory
Pages: 156 - 160



Статья поступила в редакцию 05.09.2022.

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