The Development of Brand Monitoring: the Case of Saint Petersburg

The purpose of the thesis consists in the development of provisions in formation the system of territorial brand monitoring in the context of St. Petersburg brand. The tasks of the research has been achieved, that was to analyze the process of territory branding, identify major problems in this field and to develop recommendations to improve place branding practice based on the case of Saint Petersburg. The thematic review of mainstream concepts concerning territory branding, contributing to theoretical basis of the paper has been done in the thesis. Moreover, it scrutinizes useful techniques in development a place brand. In addition, the observation of the real cases, as well as conducted comparative case study analysis contributes in identifying the current problems in the field of place branding and assists in putting forward proposals for its elimination in the context of St. Petersburg has been done by author. The results of the research could be used in the process of the creation the brand of St. Petersburg, which might positively influence not only the economic development of the city, but also provide strong social and political effects.