VISUAL IMAGES OF THE URAL AND THEIR ROLE IN DESIGNING BRANDS

The article explores the role of visual images in designing the brand of Sverdlovsk region. In order to improve competitiveness of the region its authorities should be actively engaged in its branding. To become a brand the region has to have a steady set of distinctive characteristics and visual representations. Images of the Ural can be considered as visual representations of regional brand main components: heraldry, geographical characteristics, economic structure, political life, culture. Consuming visual semiotics units the target audience perceives information about object including emotional estimates and its interpretation.