The Potential of Regional Branding in Strengthening Russian National Identity (Cases of Adygea, Kabardino-Balkaria and Dagestan)

Abstract

Introduction. The risks of destabilization of the ethno-political and ethno-confessional situation in the North Caucasus, active migration processes, as well as traditional for this macro-region socio-economic problems and issues of inter-ethnic relations actualize the state policy of identity at the level of regions and the country as a whole. One of the mechanisms for strengthening the Russian national identity is regional branding. The purpose of the study is to analyze the perceptions of the region's uniqueness, values, levels of identity of the population of Adygea, Kabardino-Balkaria and Dagestan, to find common meanings and values for the regions, which, reflected in brands, are included in the state identity policy, strengthening its national level. Materials and Methods. Empirical materials include quantitative data from a mass survey conducted in October-November 2023 in Adygea, Kabardino-Balkaria and Dagestan, and qualitative (non-standardized interviews with experts). The methodological design is based on the use of an interdisciplinary approach and comparative analysis of cases from the three regions. This allowed us to identify common and special features in determining the potential of branding to strengthen the Russian national identity, based on the principle of triangulation. Results. The peculiarities and key characteristics of the regions under study have been identified. It was found that there is no integral established brand of the region in them, but the sources of its formation are obvious - the residents' perceptions of the uniqueness of the region and the markers by which the residents identify themselves with it. In Adygea and Kabardino-Balkaria it is a high level of comfort with the preservation of ethnic traditions, in Dagestan it is the significant role of religion and ethnic traditions, active orientation of residents to entrepreneurial activity. Discussions and Conclusions. Regional identity is formed around unique unifying features ‒ the value of preserving ethnic traditions and good-neighborly relations, the absence of interethnic conflicts, identification markers common to the three regions (attitude to the native land, nature, territory, the value of cultural traditions, language). The reliance on these values in the process of branding the regions provides a link to national identity through the meanings and values common to all regions. The obtained results may be of interest to regional authorities and contribute to the inclusion of regional branding tasks in the policy of strengthening national identity.