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 the prospects for the development of the national brand of Russia (complex topic)
Creators: name: ÐÐ¸ÐºÐ¾Ð»Ð°Ð¹ÑÑÐº, ÐÑÐµÐ½Ð¸Ñ
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°
ÐºÐ¾Ð»ÐµÑÐ¾ Ð±ÑÐµÐ½Ð´Ð°
ÑÑÑÐ¸ÑÑÑ
national branding
territory branding
pyramid brands
wheel brands
investors

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description: This work is devoted to the development of branding of the Russian Federation for internal target audiences: residents, tourists, investors. The work is divided into 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 target audiences in terms of brand promotion and in order to adjust the image of RussiaÂ». This part of the comprehensive diploma is devoted to the analysis of the attitude of target audiences to the Russian brand. During the research, the following tasks were solved:- Substantiation of the methodology for conducting a study of opportunities and threats for the development of a national brand, taking into account its strengths and weaknesses;- Situational analysis of opportunities and threats for the development of a national brand;- Formation of a strategic response of the national brand in terms of choosing development goals;- Formation of a communicative model of a national brand of the country; - Development of a brand promotion strategy;- Evaluation of the effectiveness of the proposed activities and their impact on the brand of Russia.In the course of work on this part, the following analyzes were carried out: marketing analysis of the country's external environment using SWOT analysis, development of the concept and positioning of the RF brand, as well as development of the brand's strategic response to environmental conditions. The result of the work was the development of advertising campaigns for three target audiences: residents, investors and tourists, as well as the assessment of brand health using the health pyramid.