The author surveys evolution of the notion ‘identity’ and determines key methodological problems arising in discursive studies of identity. These problems include discursive radicalism, equating of identity and image, and limited opportunities of a researcher. The term ‘identity model’ is justifi ed as scientifi c reconstruction of the studied object identity. The model of Russians’ regional identity is presented as a combination of core spatial, temporal and various others accidental identifi cations.