Moscow city branding: representations and desires of city dwellers

<p>This research paper describes the main theoretical and practical issues related to the branding of Moscow.</p><p>Prerequisites for writing this work are current trends of many city governments associated with an increase in investment and tourist attraction by place branding to create a competitive advantage in the global market and current activities of the government of Moscow to create a unique brand of the city and to identify its competitive edge.</p><p>The aim of the thesis is to study the brand of Moscow and representatives and desires of city dwellers.</p><p>The aim of the thesis has led to the formulation and solution of the following tasks:</p><p>&bull; Consideration of the essence of the concept of the city brand.</p><p>&bull; Study characteristics of the formation and promotion of the city brand.</p><p>&bull; Study of foreign experience shaping and promoting the city brand.</p><p>&bull; Develop a methodology for assessing the brand of Moscow.</p><p>&bull; Primary research in the perception of the Moscow brand by the city dwellers.</p><p>&bull; Secondary research of the existing brand of Moscow.</p><p>&bull; Comparison of the results of the primary and secondary research of the existing brand of Moscow.</p><p>&bull; Consideration of the key ways to improve the brand of Moscow in regards of city residents.</p><p>&nbsp;</p><p>Relevance of the topic of this paper due to the fact that in modern conditions branding area is becoming increasingly important, is becoming more common.</p><p>The theoretical significance of the thesis suggests the feasibility and effectiveness of using the results of this study for further research of theoretical and applied research in the field of branding cities.</p><p>The practical significance of the thesis lies in the fact that the results obtained in the study results can be used in practice in the formation and promotion of the brand of the city.</p><p>This thesis consists of 134 pages and includes three chapters, an introduction, conclusion, bibliography and appendices.</p><p>The introduction stated purpose of the work, the relevance of the chosen topic, as well as a number of tasks to be solved in the course of analysis of the topic.</p><p>The first chapter is devoted to the theoretical foundations of the formation of the city brand. In the second chapter we study the existing brand of Moscow. In the third chapter the development of measures to improve the existing brand of Moscow.</p><p>In conclusion, the results described in the work, as well as provides some guidance for the conduct of Moscow branding.</p>