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¸
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 the development prospects of the national brand of Russia
Creators: name: ÐÐ¾ÑÐ¼Ð¾Ð½ÑÐ¾Ð²Ð°, ÐÐ»ÐµÐ½Ð°
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¸Ð½Ð³
Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³ ÑÐµÑÑÐ¸ÑÐ¾ÑÐ¸Ð¸
Ð¿Ð¸ÑÐ°Ð¼Ð¸Ð´Ð° Ð±ÑÐµÐ½Ð´Ð°
ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½ÑÐ¹ Ð¿ÑÐ¾ÑÐ¸Ð»Ñ
national branding
territory branding
brand pyramid
competitive profile

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description: Topic of the final qualification work: "Marketing research of the prospects for the development of the national brand of Russia". The work was carried out by order of the Chamber of Commerce and Industry of the St. Petersburg. This work is complex and consists of three parts: Â«Auditing the achievements of the Russian brand in the context of the pressure of environmental factorsÂ», Â«Comparative analysis of the Russian brand with the competitive environment of other countriesÂ», Â«Analysis of the attitude of target audiences to the Russian brand in order to adjust the image of RussiaÂ». This part presents a comparative analysis of the national brand of Russia with the environment of other countries. During the research, the following tasks were solved:Development of marketing research design in order to draw up a cultural profile of the national brand Justification of the methodology for conducting a study of the competitiveness of the national brand Development of marketing research design in order to draw upa cultural profile of the national brand Assessment of the competitiveness of the national brand of Russia according to the Anholt methodology Evaluation of the cultural profile of the national brand accordingto Hofstede Development of a strategic response of the national brand interms of streng thening strengths and eliminating weaknessesIn the course of the work, the following analyzes were carried out: analysis of the competitive profile of the national brand of Russia according to the criteria of Simon Anholt, analysis of the cultural Â profile of the national brand of Russia according to the criteria of Hofstede. The result of the work was the development of recommendations to increase the attractiveness of the national brand of Russia for investors and tourists.