Geocultural branding of the city: “Verkhokamskaya Manor”

• Published in: Человек и культура no. 4; pp. 128 - 140
• Main Authors: Dianov, Sergei Aleksandrovich, Dianova, Yuliya Viktorovna
• Format: Journal Article
• Language: English
• Published: 01.04.2020
• DOI: 10.25136/2409-8744.2020.4.33134
• ISSN: 2409-8744

This article gives a perspective on geocultural potential of the city of Vereshchagino of Perm Region, which is appropriate to use for implementation of creative scenarios in development of modern urban environment. The object of this research is the urban cultural landscape, while the subject is a promising brand image "Verkhokamskaya Manor". In 2023, the city, which in the popular scientific publishers received a name of the "Western Gates of Ural", would celebrate the 125th anniversary. The article analyzes the problems typical to a provincial city, such demographic, communal, and sociocultural. It is suggested to introduce a progressive color palette into the visual image of urban environment. Special attention is given to historical and cultural aspects of the development of phenomenon of asceticism on the Vereshchagin land. The main conclusion lies in the thesis that Vereshchagino has a unique chance to become a comfortable city for living, a spot for the people who maintain and restore socio-historical uniqueness of economic structure of the country though active ascetic practices. This author's initiative is based on the theory and methodology of geocultural branding of cities and territories (D. N. Zamyatin). The described brand image "Verkhokamskaya Manor" includes visible and hidden meanings of creativity and asceticism, which manifest as mental basis in the author's strategy model of geocultural branding of the city of Vereshchagino.