THE PROSPECTS OF DEVELOPMENT OF TERRITORIAL BRANDING IN RUSSIA IN MODERN CONDITIONS

Abstract

In this article are considered the main directions of development of territorial branding in Russia now. The main lines of territorial brands are disclosed and their role and value in increase in tourist and recreational and investment attractiveness of regions are shown in the Russian Federation. In work are shown top trends which are take keen interest in modern conditions during the developing and advance of territorial brands. Here, in particular, such factors as the sharp growth of a share of the tourist industry in gross domestic product of many regions of the Russian Federation were carried; creation of territorial brands in the remote regions; need of advance of some types of tourism, rather new to our country: ecotourism, farmer tourism, extreme tourism, medical tourism, etc. Much attention in this article is paid to consideration of concrete brands of various regions and settlements of the Russian Federation, for example, of Siberia, the Vologda and Arkhangelsk regions, the Republics of Komi, Crimea and Adygea, the cities of Veliky and Nizhny Novgorod, Uryupinsk, Klin. Positive and negative features of these brands and ways of further development of territorial branding in the Russian Federation are noted.