The potential of regional branding in strengthening Russian national identity (cases of Adygea, Kabardino-Balkaria and Dagestan)

Introduction. The risks of destabilization of the ethno-political and ethno-confessional situation in the North Caucasus, active migration processes, as well as traditional for this macro-region socio-economic problems and issues of inter-ethnic relations actualize the state policy of identity at the level of regions and the country as a whole. One of the mechanisms for strengthening the Russian national identity is regional branding. The purpose of the study is to analyze the perceptions of the region's uniqueness, values, levels of identity of the population of Adygea, Kabardino-Balkaria and Dagestan, to find common meanings and values for the regions, which, reflected in brands, are included in the state identity policy, strengthening its national level.