“Russia” national brand as a factor of formation of a modern STUDENT'S civic identity

This article is devoted to the influence of national brand on the formation of civic identity of a student. The comparative analysis of this the phenomenon was conducted among student youth from the provincial city and the capital. The results were obtained during practical research. The article describes the correlation of the notions of “brand of country” and “civic identity” that determines the relevance of the problem. Particular attention is paid to the structural components of the brand of country, which was proposed in the concept of A. Charaeva. The authors consider the causes of strengthening the social values of the brand “Russia” lately. The authors provide a generalized description of the specifics of the social role of national brand in the process of formation of civil identity of the personality of a student. The similarities and differences were noted in the semantic content of the brand “Russia” among students of the capital and provincial cities. The authors argue that the desire of students to live in our country depends from their understanding of “Russia” brand identity and its semantic content. The causes of this phenomenon were described in the article. The idea is substantiated that the national brand is an essential factor in the development of civic identity of modern Russian students and it can act as a catalyst in the process of its formation.