EVOLUTION OF APPROACHES TO ASSESSING TERRITORIAL BRANDING IN RUSSIAN REGIONS

Abstract

The article traces the evolution of approaches to how Russian regions form and evaluate their own brand. The time span covers more than a decade (2014–2026). Drawing on the results of her previous study, which analyzed S. Anholt’s competitive identity model, the author demonstrates that its classical six-factor framework no longer meets the new realities. Sanctions pressure, the rerouting of logistics flows, and the shift in emphasis toward internal sustainability have forced a revision of priorities. In particular, the focus has moved from attracting tourists to retaining qualified personnel and ensuring technological sovereignty. In response to this challenge, the author proposes an original development – ​the “Octagon of Regional Brand Sustainability”. It expands the previous model with two additional elements: scientific, industrial, and technological potential, as well as internal loyalty and social well-being of residents. Each of the eight components is provided with its own system of criteria and measurable indicators, based on data from Rosstat, Rospatent, the Agency for Strategic Initiatives, and sociological surveys. The model’s viability has been tested on three clusters of different types: technology-­driven (Tatarstan), human-­centric (Moscow), and visually-­oriented (Khabarovsk). The analysis revealed shifts in branding priorities and simultaneously uncovered new risks. Among them are the unification of the urban environment due to the replication of standard improvement projects, as well as the absence of transparent branding KPIs in the work of public authorities. In conclusion, forecast trends up to 2030 are outlined: the introduction of efficiency metrics into the system of evaluating governors, the merging of branding with regional personnel policy, and the growing competition for the authenticity of local identity.