Image of Yekaterinburg: from history to the present

• Belyaeva M.A.

  Ural State Pedagogical University
  Ekaterinburg. Russia

The author considers the image of Ekaterinburg in historical retrospect and shows the actual material as «city-plant» turns into a «city-entrepreneur», as new brands supplement or replace traditional, as the city uses available resources in an invisible competition for the right to wear informal status is «the capital of Ural» and «the third capital of Russia».

Keywords: image of territories, urban brands, regional identity, culture.