City Branding for the Small Cities: the Case of Tikhvin

THE SUMMARY The degree work on a subject «Territorial branding of small cities on the example of the city of Tikhvin» is devoted to the creation of concepts of the territorial brand of Tikhvin, recommendations for its implementation and promotion, as well as the definition of stages of territorial branding. In the process of writing the paper, we analyzed specialized literature, as well as successful practices of creating a territorial brand, on the basis of which we formulated the stages of forming the brand of small cities, as well as identified the main mistakes made when creating brands in Russian cities. A comprehensive analysis of the territory was also conducted, and the functional and emotional components of the city of Tikhvin were studied. The study included Internet surveys and in-depth interviews, as well as SWOT analysis. The result of the work was the formation of concepts for the territorial brand of the city of Tikhvin, as well as the creation of recommendations for its implementation and dissemination. Keywords: territorial branding, city brand, territory marketing, small cities.