Managing the Market of Souvenir Products Aimed at City Brand Formation

The aim of this master's work is to identify the features of using and managing the souvenir market and develop recommendations for stakeholders on the souvenir market based on these features. In accordance with the purpose of the study, the following tasks were formulated: • Conduct an analysis of existing approaches to the commodification of city images; • Conduct an analysis of the souvenir market and its management methods • Develop recommendations for the stakeholders of the St. Petersburg souvenir market to promote the brand of the city. This work consists of three chapters. The first one is devoted to theoretical aspects related destination branding, souvenir products, the process of commodification of artistic and historical images in the economy of culture and tourism, the state policy on branding and souvenirs and features of the souvenir market in Russia and Saint- Petersburg. The second chapter is dedicated research methodology. The methods used: -the analysis of sites-online stores and the main images of St. Petersburg -the creation of a matrix for content analysis based on the assortment of souvenir shops - the analysis collected data - interviewing experts The third chapter presents the results of the study and recommendations. The results of the research show that there are prerequisites for beneficial promotion of the city brand for the creators of souvenirs and creative industries, the public sector, souvenir shops and branding specialists. Based on the results of the analysis, work has a number of recommendations on the management of the souvenir market with the aim of forming a brand of the city were proposed. The work consists of 128 pages without applications. Includes 13 figures, 16 tables and 5 applications. Keywords: brand of destination, cultural and historical heritage, souvenirs, branding