Sankt-Peterburg, St. Petersburg, Russian Federation
. Intangible assets, including brands, play a key role in the modern economy. Regions also have to create their brands in order to insure their attractiveness for investors, employees, tourists and local population. This task is particularly important for new regions of Russian Federation that heavily suffered due to military activities. The goal of the present paper is to work out recommendation for creation of regional brand for Donetsk People’s Republic and Lugansk People’s Republic within Russian Federation. Specific features of Donbass regions that can be used as a basis for regional brand are analyzed. A description of the transformation of the image of Donbass during the Soviet and post-Soviet period is given. It is demonstrated that the traditional view of Donbass as coal region should not be chosen as a basis for brand creation. We recommend to use associations related to the industrial image of Donbass, its southern location and its role for the values of the “Russian World”.
brand of the region, Donetsk People’s Republic, Lugansk People’s Republic, Donbass.
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