GEO-BRANDING POTENTIAL OF SAMARA EVENT NAMES

The article is devoted to the study of Samara eventonyms – proper names of special events organized in the Samara Region: festivals, marathons, exhibitions, competitions and other cultural and sports events. Our research is built in the general vein of a sociological approach to linguistic reality, as well as taking into account the semiotic properties of event names when meaning special events. The purpose of our study is to identify verbal markers – brand identifiers of the territory (BIT components) based on the structural and semiotic analysis of the lexical composition of Samara event names, the presence of which allows us to consider the event’s proper names as a new information and communication resource that is significant for the formation and promotion of geo-location image. Verbal markers found in the proper names of special events establish a close mental connection with the conceptual core of a regional brand and its characteristics, transmitting stable associative meanings. The most common types of BIT components are the toponyms of the Samara Territory, memorial anthroponyms, names of value markers and symbolic symbols of the addressee, as well as nominations of well-known cultural events that are closely connected with the region. The analysis of proper names of special events in the aspect of geo-branding potential showed that over 50 % of Samara event names are BIT-labeled, and thus, entering into communication with the target audience, they make a certain contribution to the formation of the geo-location image.

The communicative capabilities of BIT-labeled proper names for special events can and should be purposefully used in the process of geo-branding communications. When designing new nominations, it is advisable to focus on the inclusion of the signs of the dominant region in them, so that BIT-labeled eventonyms become their permanent representatives and actively contribute to the formation of a holistic image concept of the Samara Region.