title: ÐÐ°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð¿ÐµÑÑÐ¿ÐµÐºÑÐ¸Ð² ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ Ð½Ð°ÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° Ð Ð¾ÑÑÐ¸Ð¸ (ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ½Ð°Ñ ÑÐµÐ¼Ð°)
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Marketing research of prospects for the development of the national brand of Russia (complex topic)
Creators: name: ÐÑÐºÐ°Ð½ÑÐµÐ½ÐºÐ¾Ð²Ð°, ÐÐ°ÑÐ¸Ð½Ð°
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2022
Subjects: Ð½Ð°ÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½ÑÐ¹ Ð±ÑÐµÐ½Ð´
Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³ ÑÐµÑÑÐ¸ÑÐ¾ÑÐ¸Ð¸
Ð³Ð¾ÑÑÐ´Ð°ÑÑÑÐ²ÐµÐ½Ð½ÑÐ¹ Ð¸Ð¼Ð¸Ð´Ð¶
Ð°ÑÐ´Ð¸Ñ
Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ
national brand
territory branding
state image
audit
positioning

description: Ð¢ÐµÐ¼Ð° Ð²ÑÐ¿ÑÑÐºÐ½Ð¾Ð¹ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ: Â«ÐÐ°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð¿ÐµÑÑÐ¿ÐµÐºÑÐ¸Ð² ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ Ð½Ð°ÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° Ð Ð¾ÑÑÐ¸Ð¸ (ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ½Ð°Ñ ÑÐµÐ¼Ð°)Â».ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐµ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð° Ð Ð¾ÑÑÐ¸Ð¹ÑÐºÐ¾Ð¹ Ð¤ÐµÐ´ÐµÑÐ°ÑÐ¸Ð¸ Ð´Ð»Ñ Ð²Ð½ÑÑÑÐµÐ½Ð½Ð¸Ñ ÑÐµÐ»ÐµÐ²ÑÑ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ð¹: ÑÐµÐ·Ð¸Ð´ÐµÐ½ÑÐ¾Ð², ÑÑÑÐ¸ÑÑÐ¾Ð², Ð¸Ð½Ð²ÐµÑÑÐ¾ÑÐ¾Ð². Ð Ð°Ð±Ð¾ÑÐ° ÑÐ¾Ð´ÐµÑÐ¶Ð¸Ñ ÑÑÐ¸ ÑÐ°ÑÑÐ¸: Â«ÐÑÐ´Ð¸Ñ Ð´Ð¾ÑÑÐ¸Ð¶ÐµÐ½Ð¸Ð¹ Ð±ÑÐµÐ½Ð´Ð° Ð Ð¾ÑÑÐ¸Ð¸ Ð² ÐºÐ¾Ð½ÑÐµÐºÑÑÐµ Ð´Ð°Ð²Ð»ÐµÐ½Ð¸Ñ ÑÐ°ÐºÑÐ¾ÑÐ¾Ð² Ð²Ð½ÐµÑÐ½ÐµÐ¹ ÑÑÐµÐ´ÑÂ», Â«Ð¡ÑÐ°Ð²Ð½Ð¸ÑÐµÐ»ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð· Ð±ÑÐµÐ½Ð´Ð° Ð Ð¾ÑÑÐ¸Ð¸ Ñ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½ÑÐ¼ Ð¾ÐºÑÑÐ¶ÐµÐ½Ð¸ÐµÐ¼ Ð´ÑÑÐ³Ð¸Ñ ÑÑÑÐ°Ð½Â», Â«ÐÐ½Ð°Ð»Ð¸Ð· Ð¾ÑÐ½Ð¾ÑÐµÐ½Ð¸Ñ ÑÐµÐ»ÐµÐ²ÑÑ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ð¹ Ðº Ð±ÑÐµÐ½Ð´Ñ Ð Ð¾ÑÑÐ¸Ð¸ Ñ ÑÐµÐ»ÑÑ ÐºÐ¾ÑÑÐµÐºÑÐ¸ÑÐ¾Ð²ÐºÐ¸ Ð¸Ð¼Ð¸Ð´Ð¶Ð° Ð Ð¾ÑÑÐ¸Ð¸Â». ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°ÑÑÑ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° Ð°ÑÐ´Ð¸ÑÑ Ð´Ð¾ÑÑÐ¸Ð¶ÐµÐ½Ð¸Ð¹ Ð±ÑÐµÐ½Ð´Ð° Ð Ð¾ÑÑÐ¸Ð¸ Ð² ÐºÐ¾Ð½ÑÐµÐºÑÑÐµ Ð´Ð°Ð²Ð»ÐµÐ½Ð¸Ñ ÑÐ°ÐºÑÐ¾ÑÐ¾Ð² Ð²Ð½ÐµÑÐ½ÐµÐ¹ ÑÑÐµÐ´Ñ. Ð Ð¿ÑÐ¾ÑÐµÑÑÐµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐ»Ð¸ ÑÐµÑÐµÐ½Ñ ÑÐ»ÐµÐ´ÑÑÑÐ¸Ðµ Ð·Ð°Ð´Ð°ÑÐ¸:ÐÐ±Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð¼ÐµÑÐ¾Ð´Ð¾Ð»Ð¾Ð³Ð¸Ð¸ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ñ Ð°ÑÐ´Ð¸ÑÐ° Ð½Ð°ÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð°.Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð´Ð¸Ð·Ð°Ð¹Ð½Ð° Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð³Ð¾ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ñ ÑÐµÐ»ÑÑ Ð°ÑÐ´Ð¸ÑÐ° Ð½Ð°ÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð°.ÐÑÐ´Ð¸Ñ ÑÐµÐºÑÑÐµÐ³Ð¾ ÑÐ¾ÑÑÐ¾ÑÐ½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð°.ÐÑÐ´Ð¸Ñ Ð²Ð½ÐµÑÐ½ÐµÐ¹ ÑÑÐµÐ´Ñ Ñ ÑÐ¾ÑÐºÐ¸ Ð·ÑÐµÐ½Ð¸Ñ ÑÑÐ»Ð¾Ð²Ð¸Ð¹ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ Ð±ÑÐµÐ½Ð´Ð°.Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÑÑÐ°ÑÐµÐ³Ð¸ÑÐµÑÐºÐ¾Ð¹ ÑÐµÐ°ÐºÑÐ¸Ð¸ Ð½Ð°ÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° Ð² ÑÐ°ÑÑÐ¸ Ð¿Ð¾Ð¸ÑÐºÐ° Ð²Ð¾Ð·Ð¼Ð¾Ð¶Ð½Ð¾ÑÑÐµÐ¹ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ Ð¸ ÑÐºÐ»Ð¾Ð½ÐµÐ½Ð¸Ñ Ð¾Ñ ÑÐ³ÑÐ¾Ð·.Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¼ÐµÑÐ°Ð½Ð¸Ð·Ð¼Ð° Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð½Ð°ÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° Ð Ð¾ÑÑÐ¸Ð¸.Ð Ð°Ð±Ð¾ÑÐ° Ð²ÑÐ¿Ð¾Ð»Ð½ÑÐ»Ð°ÑÑ Ð¿Ð¾ Ð·Ð°ÐºÐ°Ð·Ñ Ð¢Ð¾ÑÐ³Ð¾Ð²Ð¾-ÐÑÐ¾Ð¼ÑÑÐ»ÐµÐ½Ð½Ð¾Ð¹ Ð¿Ð°Ð»Ð°ÑÑ Ð³Ð¾ÑÐ¾Ð´Ð° Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³Ð°. Ð ÑÐ¾Ð´Ðµ ÑÐ°Ð±Ð¾ÑÑ Ð±ÑÐ»Ð¸ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ñ ÑÐ»ÐµÐ´ÑÑÑÐ¸Ðµ Ð°Ð½Ð°Ð»Ð¸Ð·Ñ: Ð°ÑÐ´Ð¸Ñ ÑÐµÐºÑÑÐµÐ³Ð¾ ÑÐ¾ÑÑÐ¾ÑÐ½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð° Ð¸ Ð°ÑÐ´Ð¸Ñ Ð²Ð½ÐµÑÐ½ÐµÐ¹ ÑÑÐµÐ´Ñ Ñ ÑÐ¾ÑÐºÐ¸ Ð·ÑÐµÐ½Ð¸Ñ ÑÑÐ»Ð¾Ð²Ð¸Ð¹ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ Ð±ÑÐµÐ½Ð´Ð°. Ð ÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð¼ ÑÐ°Ð±Ð¾ÑÑ ÑÑÐ°Ð»Ð° ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð³Ð¾ÑÑÐ´Ð°ÑÑÑÐ²ÐµÐ½Ð½Ð¾Ð¹ Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ñ Â«ÐÐ¾Ð´ ÑÐµÐ´ÐµÑÐ°Ð»ÑÐ½Ð¾Ð³Ð¾ Ð¾ÐºÑÑÐ³Ð°Â» Ñ ÑÐµÐ»ÑÑ Ð¿Ð¾Ð¿ÑÐ»ÑÑÐ¸Ð·Ð°ÑÐ¸Ð¸ ÐºÑÐ»ÑÑÑÑÐ½ÑÑ, Ð¸ÑÑÐ¾ÑÐ¸ÑÐµÑÐºÐ¸Ñ, Ð³ÐµÐ¾Ð³ÑÐ°ÑÐ¸ÑÐµÑÐºÐ¸Ñ Ð¸ Ð¿ÑÐ¸ÑÐ¾Ð´Ð½ÑÑ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐµÐ¹ ÑÑÐ±ÑÐµÐºÑÐ¾Ð² Ð Ð¤.
description: The subject of the graduate qualification work is âMarketing research of prospects for the development of the national brand of Russia ( complex topic)â.This work is devoted to the development of a strategy for the formation of the brand of the Russian Federation for internal target audiences: residents, tourists, investors. The work contains three parts: "Audit of the achievements of the brand of Russia in the context of the pressure of environmental factors", "Comparative analysis of the brand of Russia with the competitive environment of other countries", "Analysis of the attitude of target audiences to the brand of Russia in order to adjust the image of Russia". This part of the complex work is devoted to the audit of the achievements of the brand of Russia in the context of the pressure of environmental factors. In the course of the study, the following tasks were solved:1. Substantiation of the methodology of the audit of the national brand.2. Development of a marketing research design for the purpose of auditing the national brand.3. Audit of the current state of the brand.4. Audit of the external environment in terms of brand development conditions.5. Development of a strategic response of the national brand in terms of finding development opportunities and avoiding threats.6. Development of a mechanism for promoting the national brand of Russia.The work was carried out by order of the Chamber of Commerce and Industry of the city of St. Petersburg. In the course of the work, the following analyses were carried out: an audit of the current state of the brand and an audit of the external environment from the point of view of the conditions for the development of the brand. The result of the work was the development of the state program "Year of the Federal District" in order to popularize the cultural, historical, geographical and natural features of the subjects of the Russian Federation.