A Study on the City Branding of St. Petersburg city in Russia

Nowadays cities are increasingly importing the concept and techniques of product branding for use within place marketing, in pursuit of wider urban management goals, especially within the new conditions created by integration and globalization. This paper will firstly explain the importance of city branding and show how product branding can be transformed into city branding as a powerful image‐building strategy. Second, it will try to prove that Russian Federation cities are not exception in this process by giving example of Russia St.Peterburg city brand strategy.