Turan University Students Discussed the Prospects of the Alatau City and Almaty Brands During Debates

Student debates on the topic “Alatau City and Almaty Brands: Competition or Complementarity?” were held at Turan University, organized by the Higher School of Marketing and Logistics with the support of the Kazakhstan Marketing Association and the Sirius Turan Debate Club. Students from the “Marketing” and “Psychology” educational programs took part in the discussion.

The discussion was prompted by the plan for the construction of the new high-tech city Alatau City, presented in the 2025 Address of the President of the Republic of Kazakhstan Kassym-Jomart Tokayev. The participants examined the potential impact of the project on the development and positioning of the Alatau City and Almaty brands.

During the debates, the participants presented two opposing viewpoints. Supporters of complementarity noted that the development of Alatau City could contribute to the formation of a strong regional brand, reduce the load on Almaty, and create a shared innovative ecosystem that strengthens the marketing potential of both cities. Opponents pointed to possible risks: competition for investment, human capital, and communication attention, which may lead to the dilution of Almaty’s brand position and reduce its differentiation at the national level.

The winners of the debate were Arshidinova D., Agamedova R., Martynushkina K., and Rustemova A. The team of Kizub A., Otarova A., and Golubin R. was recognized for its active participation and creative approach.

The debates demonstrated that the Alatau City project presents both opportunities and challenges for place branding. Students concluded that the success of both cities will depend on competent positioning, a well-designed marketing strategy, and the ability to build synergy between the brands while minimizing internal competition and strengthening the overall image of the region.

The event also confirmed the high level of analytical preparation of the students and their ability to critically assess current socio-economic and marketing trends. Participants showed strong interest in issues of place branding and strategic urban development.

Organizers: Jumadildayeva Zh. B., Arbabaeva V. Y., Ashikbayeva A. M.