Development Strategies of Modern Place Branding in the Russian Market

This research is devoted to the development strategies of modern place branding as points of attraction in the Russian market. The relevance of this work is that nowadays there is a stable trend to brand various places from cities to public areas (for example, museums, country hotels, art parks). Using place branding, we can create a special spot on the map that will become a direct center of attraction for many consumers. In view of this, there is a need for competent strategies to promote place brands. The aim of this work is to develop some recommendations for the promotion of modern place brands. As part of this work, the following empirical research methods were selected: a review of academic literature, a case study method, in-depth interviews with some experts, an associative experiment. The structure of the work: Chapter 1 is devoted to the theoretical aspects of place branding: concepts and basic approaches, theoretical models for the formation of a place brand, the stages of creating a place brand and the promotion channels; Chapter 2 provides an analysis of cases of new place brands in the Russian market. Chapter 3 is devoted to studying the perception of consumers and the experts of place brands. As a result, some practical recommendations have been proposed for a better formation of strategies of future place brands considering the peculiarities of the consumers’ and experts’ perception of new place brands. The text volume doesn’t exceed 180 pages without applications.