History of Science and Engineering Annotation << Back THE TRADITIONAL CULTURE OF KABARDINS AND BALKARIANS AS OBJECT OF ETHNO-CULTURAL BRAND Z.M. Kesheva The article explores the objects of ethnocultural branding of Kabardians and Balkars. It is concluded that the study, preservation and popularization of historical and cultural heritage, national identity and inter-ethnic relations is an indispensable condition for strengthening statehood, meeting the ethno-cultural demands of citizens and ensuring the harmonious development of society. In this regard, it is necessary to popularize the values of the traditional culture of peoples through the system of ethno-cultural branding of its objects. Keywords: brand; branding; image; globalization; the attractiveness of the territory; ethnoculture; the North Caucasus region; the Kabardino-Balkarian Republic. DOI: 10.25791/intstg.06.2018.059 Contacts: E-mail: kesheva10@gmail.com Pp. 69-73.