Branding of Inner-city Areas

Nowadays there is an increasing popularity of territorial marketing. The territory, being not only a physical space, has a certain resource potential, based also on the image of this territory. Proper branding of territories can contribute to a significant improvement in their socio-economic indicators, attracting both tourism and investment flows. In this case, the brand of the territory becomes an important means of communication with external stakeholders, and a means of self-identification of residents. However, for large cities the issue of citizens' self-awareness may vary depending on their area of residence. This is relevant for Moscow as well. In this work, in the theoretical part, the principles, approaches and methods of branding territories will be analyzed, as well as the best practices of branding districts will be studied. In the practical part, a positioning strategy for the Golyanovo region will be developed. Based on the results obtained in the practical part and on the basis of the theoretical materials reviewed, recommendations will be provided for branding the Golyanovo region.