Creating a Destination Brand for Youth audience: the Case of Kazan

The relevance of the dissertation: growing competition among cities and increasing branding costs. The subject: brand destination for the youth. The object: Kazan. The goal of the dissertation: creating brand destination of Kazan for the youth. The purpose: to find features of brand destination and his relationship with city brand, to characterize types of city brand strategies, to analyze secondary sources for creating tools of empirical research, to create tools and to organize empirical research for finding differences in brand reception of Kazan, to give recommendations how to balance founded gaps in brand reception for creating brand destination for the youth. Methods of data collection: experts interview, data collection from open resources, online survey. Expected results and recommendations: expected to find differences in brand reception of Kazan between been and not-been in the city, to give recommendations how to balance founded gaps in brand reception for creating brand destination for the youth.