Museum sphere as a source of ethnocultural branding: methodical aspects of evaluation

In the article, on the basis of the methodology developed by the authors, an assessment was made of the aggregate potential of territorial museums in the field of ethnocultural branding. The choice of a model for the formation of an ethnocultural brand of a region depends directly on its potential, i.e. from the ability of the territory to reproduce the necessary resources for the functioning and development of the brand. The task of analyzing the potential of an ethnocultural brand is to identify and evaluate the possibilities of its sustainable development in the long term, as well as sound investments in brand promotion. The strategy of long-term effectiveness of a regional ethnocultural brand is to actively use the aggregate potential of the cultural and natural heritage of the region, to maintain the brand's position by continuously ensuring that the ethnobrand values match the values of the target audience with which this brand is in demand, as well as its further promotion in the framework of the socio-economic development of the territory. The aim of the study was to provide a reasonable rating of the three federal districts of the Russian Federation on the aggregate potential of territorial museums in the field of ethnocultural branding. It is the museum sphere, as a collection of rare and significant objects of cultural heritage, that currently has the greatest potential for ethnocultural branding. Such social cartography is required by regional authorities to optimize regional cultural policy, the choice of ethnic cultural projects and programs. Testing methodology carried out on the example of the museums of the South, North Caucasus and Central Federal Districts. The developed methodology develops a methodological base for territory branding, is universal for the analysis of regional cultural policies of both a single region and inter-regional comparative studies. The presented methodology for assessing the aggregate potential of territorial museums gives grounds for choosing regions with the aim of implementing long-term strategies for the development of ethnocultural branding in the museum sphere. Obviously, according to the results of the proposed methodology, it is necessary to focus on the highest values of the aggregate potential of regional territorial museums when choosing the most promising of them in terms of further promotion and development of the brand. However, the specific selection of regions from the most promising should be accompanied by the definition of additional criteria related directly to the activities of the museums themselves. Such an approach, in general, can contribute to the identification of problem points and the formation of directions for the implementation of systemic measures on cultural branding with a view to their inclusion in the programs of socio-economic development of territories.

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