Dyachkova L. G., Kovalevsky A. V.

PHENOMENON OF BRANDING OF INTER-TRADE-SETTLED AREAS ON THE TERRITORY OF RUSSIA

The article examines examples of historical attempts to create a conglomerate
of different cultures through the creation of city fairs (trade squares inside the city) on the territory
of cities recognized not only in this state but also outside it. Also, the research bears the task of
analyzing different approaches to the policy of creating a brand of the city's kind in the historical
period and their results that have influenced to the different areas of the city's life throughout its
epochal road.
Attention is paid to the phenomena of the national fair in Nizhny Novgorod, erected with
the decree of the sovereign and raised with funds from the treasury, according to the plan associated
with the strengthening of positions in the territories on the banks of the Oka and Volga.
The second example is the Hanseatic League, and specifically the city of Veliky Novgorod,
representing the territory of Russia - the Gansu, which required the creation of trade fairs and
fairgrounds at the expense of the people, which entailed the generalization of this trade and fishing
zone from the territorial trade strip of the state.

Keywords: architecture, brand, city, commercial space, fair, historical development of the city, identity, tourism, айдентика, архитектура, бренд, город, историческое развитие города, торговое пространство, туризм, ярмарка