Branding of regions and its impact on the economy was discussed at the National Centre RUSSIA

---

Territorial branding of regions as a tool for regional development, the economic effects of a high-quality urban environment, and projects in the field of urbanism became the focus of the panel discussion "Visual Identity of Regions: Opportunities and Prospects," which took place at the National Centre RUSSIA on 8 April as part of the expert programme on architecture and urban studies "Looking into the Future."

The programme brought together at the National Centre RUSSIA architects, builders, urbanists, developers, entrepreneurs, investors, representatives of state and municipal authorities, public figures, and media professionals. Throughout the day, the professional community discussed issues related to the architecture of the future.

Territorial branding contributes to the economic development of regions at all levels, noted Anton Finogenov, Director for Urban Environment Development at DOM.RF, during the panel discussion.

"Territorial branding is of great importance. We buy products with a strong brand. We choose a territory or a region for living, doing business, and working based on its image. This is especially important for the younger generation. Therefore, the role of territorial branding in the economic development and future of Russian regions should not be underestimated. For example, the Far East. The region is developing following the President's instructions and through various programmes. It is important that these changes are presented to the public, businesses, and the world in a vivid and professional manner," noted Anton Finogenov.

Deputy Governor of the Nizhny Novgorod Region Oleg Berkovich spoke during the panel discussion about the impact of branding development on life within the region. 

"Creating a high-quality urban environment influences people’s decision to stay in the city. Public sentiment and economic activity increase — this is confirmed by various studies. New pedestrian streets appear, and cities are rediscovered through a comfortable urban environment. Business activity grows dramatically, small and medium-sized enterprises emerge. Without comfort and urban development, proper tourism is impossible. And with tourism comes a rise in social well-being. In the case of Nizhny Novgorod, after the city’s preparations for its 800th anniversary and a major renovation programme, our young people stopped leaving. Now they have jobs and an active life," emphasized Oleg Berkovich.

The Deputy Governor of the Nizhny Novgorod Region noted that defining a territorial brand requires the constant use of sociological research, which clearly reflects changes in public sentiment, the development of the region’s economy, and its attractiveness to tourists.

The architecture track of the expert programme "Looking into the Future" also included a presentation of the results of a study dedicated to the future of architecture, as well as the panel discussions "Architecture of the Future" and "Revival of Historical Territories."

The urbanism track featured the panel discussions "Visual Code of Russia", "Visual Style of the Regions: Opportunities and Prospects", "Discussion of Growth Points," and "A City for Everyone: From Theory to Practice."

The "Looking into the Future" initiative highlights the role of the National Centre RUSSIA as an initiator of systematic work in the field of state visual communications.

The National Centre is creating a platform for developing a unified visual language for the country that preserves the cultural diversity of the regions and conveys values and meanings through modern design solutions.