Email this article Social identity as the basis of a territorial brand: the example of Moscow
- Authors: Razov P.V.1
-
Affiliations:
- Financial University under the Government of the Russian Federation
- Issue: Vol 15, No 6 (2025)
- Pages: 121-127
- Section: Sociology of management
- URL: https://ogarev-online.ru/2223-0092/article/view/380968
- DOI: https://doi.org/10.33693/2223-0092-2025-15-6-121-127
- EDN: https://elibrary.ru/JFJPHS
- ID: 380968
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Abstract
This study analyzes the influence of social identity on the development of Moscow’s territorial brand in the context of digitalization. The author examines the role of social identity in territorial management, the challenges of its current state, and the mechanisms of its formation using sociological theories. The importance of developing a positive identity “from within” before promoting it externally is emphasized. Key areas of focus when developing a territorial brand are identified. Successful regional positioning relies on a balance between the local and the global, the past and the future. An effective brand combines unique traditions and symbols with modern technological solutions and trends. This allows for differentiation while maintaining authenticity and simultaneously remaining relevant.
About the authors
Pavel V. Razov
Financial University under the Government of the Russian Federation
Author for correspondence.
Email: pvrazov@fa.ru
ORCID iD: 0000-0003-2714-8622
SPIN-code: 9488-2829
Dr. Sci. (Sociol.), Professor, Department of Sociology, Faculty of Social Sciences and Mass Communications
Russian Federation, MoscowReferences
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