To the issue of transformation of 'old industrial area' geobrand through example of Sverdlovsk Region

Abstract

The authors of the article present the results of theoretical and methodological review of term 'old industrial area', in the result of which its features and identical problems of functioning were identified. Similarity of such regions is demonstrated in correlation of economic downfall with level of social strain; difficulty of industrial fields transformation; disinclination to accessibility of innovations; imperfection of financial institutions and problems of industrial heritage valorization. Transformation of 'old industrial area' is considered through example of Sverdlovsk Region. The authors defined several directions of its implementation and explained geotransformation of the considered region from a historically developed image of a 'state stronghold' to the image of developing region with modern capital acquiring features of international metropolitan city. The article describes formation of new dynamically developing image of 'capital area' for Sverdlovsk Region having innovative path of evolution in terms of ability to engage young people both from different parts of Russia and various countries. Taking into account a number of facts it is also the evidence that intensification of trend of migration to the capital of Sverdlovsk Region for educational reasons is directly related to its image of a big city. © Published under licence by IOP Publishing Ltd.