ALASH HERITAGE IN NATIONAL BRAND FORMATION: A LITERARY, JOURNALISTIC AND INTELLECTUAL PERSPECTIVEASH HERITAGE IN NATIONAL BRAND FORMATION: A LITERARY, JOURNALISTIC AND INTELLECTUAL PERSPECTIVE

Abstract

This interdisciplinary research article examines the literary heritage of the Alash idea from the perspectives of philology and branding, analysing its textual legacy through public opinion and branding theory. In the history of global geo‑branding and the formation of public opinion, the intangible heritage of each country has played a decisive role in shaping its modern image, communicative practices, collective mentality and even its geopolitics. Accordingly, it is vital to evaluate, analyse and systematise the distinct trajectory of the Alash leaders and the potential of the literary, scholarly, journalistic and other creative legacies they left, framing them within branding theory and interpreting them for the benefit of future generations. The study offers an expert assessment of the Alash idea using European evaluative frameworks and the perspectives of French scholars. It concludes that the effective dissemination and broad social acceptance of both material and intangible (spiritual) heritage require a prior study of national identity and mentality, as well as the formulation of a coherent conceptual framework. A systematic account of the democratic principles advanced by this national intellectual movement, widely recognised as the foundation of independent journalism in Kazakhstan, underscores the significance of the Alash idea within the context of national branding.