New National Brands Based on Cultural and Historical Traditions
One of the threats globalization brings around is the loss of peoples’ cultural identity. That is why the demand for national and ethno-specific products is increasing in the modern world, while historical cultural codes are becoming especially relevant. Unique products based on cultural specifics and peculiarities of a particular territory are replacing globally unified products. Combining production and cultural codes with creative industries such as fashion, architecture, film, design, and digital media can help create new brands, plus form an attractive image of their places of origin. How can we encourage the use of cultural and historical heritage as a foundation for today's global brands? How can it stimulate the economic growth of a country? How can medium and small-sized businesses join big corporations and integrate into global production chains? What are the international practices of heritage-based brand building?
Moderator
Nataliya Loseva,
Deputy Editor-in-Chief, International News Agency Rossiya Segodnya
Panellists
Sergey Emelyanov,
Director, National Drama Theater of Russia (Alexandrinsky Theater)
Andrey Zolotov,
Editor-in-Chief, Robb Report
Aleksey Lebedev,
Director, Russian Seasons
Fabio Mastrangelo,
Conductor; Artistic Director, Music Hall Theater
Roman Prokopev,
General Director, Folk Art Crafts Group of Companies
Olga Khomova,
General Director, State Academic Capella in St. Petersburg
