The imaginative component of the university city positioning in conditions of global rivalry

The article deals with the unique possibilities of university cities external positioning. The study has been conducted in the context of the predictable reduction of cities in quantity, both in Europe and in Russia, and the survival struggle when city brand becomes the most important resource. Speaking of a university city, the successful area brand promotion is supposed to take into account the most important components such as image marketing, sightseeing marketing, and personality marketing. The author reveals the role of past, present, and future in the effective positioning and the socialization of the students coming to the university city. Special attention is paid to the visual policy as it precedes direct contact, shapes reality perception, and evokes the atmosphere of city and citizen unity. University city visual policy doesn't come to the perception of the past as a museum exhibit; memory is an active catalyst of the present mastering and the future planning.

Keywords

Authors

References