Republic of Mordovia: analysis of image positioning attributes

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.

image, regional image, Republic of Mordovia, positioning, education, sport, innovation, Finno-Ugric world, regional development management