Cultural and Historical Heritage of the Republic of Tyva as Ethnocultural Brand Formation Factor

There is an urgent need nowadays to promote different regions for strengthening their social and economic importance. For this reason, marketing communications and semiotic marketing are gaining more weight in regional strategies where main preference is given to ‘locus branding’. Locus branding promotes region’s cultural and historical heritage using linguistic tools and considering its ethnocultural specifics. Ethnocultural brand as a particular marketing category is one of the main humanitarian promising areas including linguistics, linguoculturology, marketing communications, etc. Еthnocultural brand should be considered as a complex construct that is formed as a circumstances and factors interaction result, there is need to focus on analyzing cultural and historical territories of mainly monoethnic regions, that are most representative for understanding ethnobranding. In this article we attempt to study the ethnocultural specifics of the most famous brands in the Republic of Tyva, including cultural and ethnographic objects, souvenirs, national cuisine, various consumer goods and everyday items marked with state and national symbols. We choose the Republic of Tyva as our research object due to its geographical and historical uniqueness, its folklore heritage, specificity of its language situation and special mental code of its population. Our research allows to expand and test traditional scientific approaches to ethnocultural brands, in particular, understand key linguistic branding technologies and increase additional factors necessary for the formation and development of ethnocultural brands in various types of spaces. © 2024 Peoples' Friendship University of Russia. All rights reserved.