On formulation of university city external positioning problem

With all the representation vastness of the category, the imageis understood by the authors as a visual, audio, gustatory, etc. subjective (individual or group) picture of the world or its segments. Inthis context, the city image subject is of imperishable importance, as the city (civitas) and civilization are cognate concepts. In ourmodern functional era the city image has been used as a market tool to barrier from competitors, to attract tourists and to form localpatriotism of potential (and current) domestic economy consumers. The article defines the problem of how to use the phenomenologicalapproach to update the subjective view of reality and to efficiently design and promote a university city brand. Another point suggestedin the branding theory and practice is seen by the authors in the archetype theory applying in the branding (M. Mark, K. Pearson) of acity and, especially, of a university city. City prosperity is determined not only by its geographical position, history, reputation, ormaterial resources. Recently the unique advantages have become extremely significant and city-materialist cannot compete with them.These advantages manifest themselves in case when a city succeeds in creating its unique image and the uniqueness is adopted in thebest way on the basis of core archetypes that are examined in the article. The Sage archetype is very attractive in general for the postmodernityera with its information-oriented society since information is power today. Such a city is appreciated today as it can teachwisdom, give new knowledge. This is a city-innovator, a city-university that possesses a place for the creation of future paradise andvalues of such a city represent an appropriate education for the future. The Sage is personified not only in the characters of Teacher andScientist but also in the character of Expert, a post-modernity oracle. Certainly, the example and the model of the intellectual capital thatis attached to a place is Harvard. Intelligence is associated both with discoveries and diffusion of real knowledge. Sage today is a cityuniversity,like Tomsk, giving a high-quality education associated with innovations and with a higher expert position.

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