Policy Factors of Success of Regional Branding in Russia: a Comparative Analysis of Permskiy Kray, Primorskiy Kray, Vologodskaya Oblast', Saint Petersburg

The paper is devoted to determining the role of policy in the creation and development of regional branding, as well as identifying political factors that can influence the result of regional branding in Russia. The participation of political actors, the regional political regime, the political agenda of the region, as well as political content of a brand concept are considered as political factors that can influence the success of regional branding. The analysis proved that the political component is one of the most important in creating a successful regional brand, and the authorities play the cornerstone role in creating a successful, strong brand. The analysis also revealed that the participation of political actors, as well as the political agenda of the region, play a role in creating successful regional branding in Russia, while the regional political regime and political content of a brand concept do not affect the result of regional branding in the cases chosen for the study. For the study, the author turns to the practice of regional branding of four Russian regions: Vologodskaya oblast’, Permskiy Kray, Primorskiy Kray, St. Petersburg.