The Analysis of Content of Territorial Brands of Kazan and the Republic of Tatarstan

The article considers the features of development of territorial branding in the city of Kazan and in the Republic of Tatarstan. The stages of creation of brands of Kazan, Sviyazhsk and Bolgar, as well as the brands of the Republic of Tatarstan “Heritage of Tatarstan” and “Visit Tatarstan” are researched. The main components of the brand “Heritage of Tatarstan” have been identified and described. The paper shows, that in order to improve the efficiency of territorial branding, the new brand “Visit Tatarstan” was created in the Republic of Tatarstan in 2016. It is designed to complement and strengthen the brand “Heritage of Tatarstan”, which has already existed since 2014. The article reveals the most important tasks of the brand “Visit Tatarstan”, and defines the features of its visual style. The implementation of the project involves two directions - external and internal. The first is based on the advertising program, the second combines all the components of tourism: souvenirs, national attractions and travel agencies.The role of territorial branding in the development of various types of tourism in the Republic of Tatarstan is shown. Thus, the article concludes that the formation of modern territorial brands can give a big return in the form of creation of effective tourist destination in the region. Moreover, this positive experience in the near future can be successfully used not only in the Republic of Tatarstan, but also in other regions of the Russian Federation.