Abstract: The subject of this research is the specificity of re-Sovietization practices of the urban population of Ulan-Ude related to the image of USSR in generational perspective. Preservation of loyal attitude towards the Soviet past is observed. Based on the conducted sociological survey among city residents, the author determines the constitutive role of authoritative discourse and immanence of social memory, associated with incompleteness of the reformatory socioeconomic project of 1990’s. Comparison of the data acquired in survey in Ulan-Ude with the Russian and regional polls demonstrates the phenomenon of ambivalence of mass consciousness and divergence of opinions on the Soviet past among the representatives of different generations (487 residents of Ulan-Ude of different gender, age, education, nationality have been surveyed). Based on generational slice it is proven that the stronger is the generational differences and the older is the generation of respondents, the more affable are the assessments of people who caught the Soviet period of Russian history. Collective solidarity has ambivalent characteristics that marks the exaggerated, loyal assessment of the Soviet past, occasional associative personalization of specific time with a particular political leader, and at the same time, critical moods towards the image of USSR are especially evident among young and middle-aged population.

Keywords: image of the USSR, retrospective identity, symbolic capital, nostalgia, social memory, re-sovietization, construction of the past, patterns, political values, ideology

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.

Keywords: promotion technology, model development, promotion tools, development strategy, city image, image, territorial development, brand, city concept, city slogan

Abstract: Regional identity is viewed as an important factor in the interaction of power and culture. In the context of cultural and socioeconomic approaches, regional identity is defined as a unique set of properties of a localized territory, its "subjectness" and production-economic, competitive, cultural-political "specialty." On the example of the South Ural region - the Chelyabinsk region and the metropolis of Chelyabinsk, options and possibilities of power elites for designing regional identity through sociocultural projects, such as: historical, cultural, natural landscape, industrial, international, sports project, enlargement project, identity project . The positions are argued that sociocultural identification scenarios of the regional authorities can become a driver of innovative development of the region, attract investments and qualified promising labor resources, promote economic breakthrough of the territory and raise the quality of life of the population.

Keywords: quality of life, urban environment, investment attractiveness, symbolic management, cultural capital, cultural and political paradigm, regional identity, metropolis, agglomeration, sociocultural project