ABSTRACT
The category of regional identity is one of the important tools for positioning a city and managing its image, including its toponymic component. This determines the topicality of the issues of regional identity transmission in the municipal toponymic policy. According to the Russian legislation, the obligation to implement municipal toponymic policy is placed on the local authorities who, together with experts, develop regulatory documents for official toponymic practices. However, their content and implementation sequence vary in different cities, which allows the formulation of the scientific problem of regional experience evaluation. From a sociolinguistic perspective, the author determines the invariant components in the structure of regional identity represented in the toponymic activity and estimates the modern toponymic policy in Kazan, the capital of the Republic of Tatarstan in the Russian Federation. The role of regulatory norms in the parity of languages in the Kazan toponymic landscape is unveiled. On the basis of semantic onomasiological analysis of language material, the particularities of Kazan urban toponymy modifications are revealed. The naming, as observed, has trends for ethnization and drawing attention to the Tatar culture, science, history, and folklore, for the demonstration of tolerant interethnic relations and aesthetic views typical of the national Tatar culture.
