Comprehensive Development of a Brand and Marketing Strategy for a Service Company Based on the Example of Lunevo Sanatorium in the Kostroma Region

Comprehensive brand development and its marketing strategy are an integral part of any business in the modern market, which is oversaturated with offers from sellers and is highly competitive in almost any category of goods, including the field of service enterprises. However, in current realities, specifically, in the hotel industry in Russia, companies rarely pay proper attention to the creation of brand and corresponding marketing strategy, despite their invaluable significance for business growth. Thus, the purpose of this study is to develop a comprehensive brand strategy and marketing plan for the company of the service sector “Lunevo on the Volga” in the Kostroma region in Russia. In the theoretical part of the study, methods such as desk research will be used, and in the empirical part, a mixed design will be used, which is a synergy of qualitative (case studies, interviews with respondents) and quantitative (online surveys) methods. The structure of this work includes 5 chapters. The first chapter contains key concepts in the field of health tourism marketing, the second chapter is devoted to the analysis of the most important theoretical concepts used in building a brand, the third chapter describes the key models and concepts of marketing strategy, and the fourth chapter describes the empirical part. Finally, the fifth chapter contains a description of the proposed brand concept and its marketing strategy for the Lunevo on the Volga sanatorium. Keywords: brand, marketing strategy, service sector, tourism.