“Ukhta is the Birthplace of the First Russian Oil” as a Brand of University’s Information Policy

Abstract

The article considers the use of the brand potential of the territory as a tool to improve the efficiency of University’s information policy. The paper emphasizes the role of strategic guidelines for positioning University, which form the semantic “framework” of its information policy. These guidelines determine its systemic nature; become a semantic basis for the formation of University brand and an instrument of its adequate communication with the target audience and transmission of University values. The authors view the ways and methods of target audiences’ involvement in influence area of information policy strategic orientations. Based on A.F. Losev’s theory of symbol, the role of a symbolic event in territory or organization branding is revealed. On the example of the interpretation of historical fact and transformation of an image of the historical figure into the symbol, the paper shows the process and the logic of the University’s symbolic capital increment

Keywords

• information policy, corporate positioning, territory brand, brand potential, symbolic event, symbolic capital