БРЕНДИНГ ИНДУСТРИАЛЬНОГО ГОРОДА: ПОИСК СМЫСЛОВ, ПРОБЛЕМЫ И ПЕРСПЕКТИВЫ (НА МАТЕРИАЛЕ НИЖНЕГО ТАГИЛА)
BRANDING INDUSTRIAL TOWN: IN SEARCH FOR MEANINGS, PROBLEMS AND PERSPECTIVES (THE CASE OF NIZHNY TAGIL)

Summary/Abstract: The article is written as a reflection on the possibilities of brand development for Nizhny Tagil, a typical Ural industrial town. The author considers the positives and negatives of “industrial town” brand and the opportunities presented in this regard by traditional crafts – namely, Tagil painted trays, and also by natural resources, i.e. malachite. The two brand themes proposed here are already partially being realized in Tagil, but, in author’s opinion, they could benefit from more vigorous development: Tagil as a town of craftsmen (inventors, artists) and Tagil as a domain of Demidov family (the famous industrialists and philanthropists). This text provides justification of these two brands both from the historical point of view, and based on the realities of contemporary life. The conclusion is that, by complementing each other, these two themes will help to realize the main and obvious brand of Tagil as an industrial town, a factory town – by doing this on a substantially better, more positive, “humanized” level.

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