Abstract: The subject of this article is the impact of urban toponymy upon the identity of Irkutsk residents. The goal is to study the specificity of formation and development, impact on peoples’ identity, and the prospects of transformation of street names in the city of Irkutsk. The author also explores the legislative contradictions and mechanisms for their solution with regards to the names of streets and squares, which form the common sociocultural space of the urban landscape. The work considers the symbolic impact of toponymic heritage upon the urban space and atmosphere, as well as the citizens themselves. The scientific novelty is defined by the fact that the names of urban toponymies in Irkutsk neither culturally, nor even historically, correspond with its established historical image. The author underlines the disruption of the “urban culture myth” (unity of name and space of the city), which ultimately affects the perception of city by its residents, as well the tourists, who make a material contribution to its development. Therefore, there is a need for toponymic restoration in Irkutsk. The main conclusion lies in the fact that the great majority of Irkutsk toponymies do not have a response from text images in the cultural and historical context of the city. However, as demonstrated by the analysis of historical center of the city, the “Soviet” names are still attenuated with the harmonious symbolic images, which carry positive information about the history of Irkutsk, emphasizing its historical status and forming a distinct sociocultural identity of the residents.

Abstract: The subject of this research is the technology of creating a city brand. The work considers the theoretical insights existing in the world and Russia that reveal the tasks, technologies and tools of territorial branding. The article gives a systematic development strategy (of the tasks set in the beginning of research) and their practical implementation (through the developed brand concepts) of a concert municipal formation (Angarsk urban district). The authors describe the key idea of Angarsk brand and the form of its implementation in the practice of municipality, business representatives and city residents. The main result of this work consists in combining the theoretical scheme, set tasks and practical implementation of the development of city brand in practice of the municipality. The value of this work lies in the step-by-step analysis of technological task card, which allows obtaining the desired product – the city brand concept based on representations of the residents, existing eidetic memory of the city, forms and mechanism of application of such phenomenon in the course of city development.