Branding of an Urban Area Based on Vernacular District. Case of “Sukromka” District in Mytishchi

In the context of the existence of large areas, it is customary to consider the branding of the territory as a concept related to the municipality as a whole. There are examples of branding of cities, agglomerations, regions, countries. However, branding rarely reaches the level of the district, which in turn does not allow certain areas of the city to become new centers of attraction for both tourists and residents of the city. However, it often happens that the administrative areas a) have an excessively large area for the formation of local identity b) does not meet such tasks as increasing the recognition of the territory, the formation of associations with the area, the creation of local affection among residents, attracting tourist flow, and in general, activity that contributes to the development of the territory.