Sergey Mitrofanov: «People plays a big role in promoting the brand of Tatarstan!»

Unified brand of the region as a multifaceted resource of development was discussed at a roundtable during the VI International Economic Summit of Russia and OIC countries (KazanSummit 2014).

Representatives of brand territories creating participated in discussion and shared their experiences and opinion about why the brand of Tatarstan is so successful.The discussion was moderated by the Chairman of the State Committee of the Republic of Tatarstan on Tourism Sergey Ivanov. Among the speakers were Brandflight CEO Sergey Mitrofanov, RSUTS Leading researcher Tatiana Krivosheeva, Managing partner of the StasMarketing group Andrey Stas, AGT Director of strategic development Vladislav Shulaev and ANCOR Chairman Pavel Ignatiev.

On the discussions were questions as what is the functions of brand creating: whether it is economic or social nature; do separate cities need travel brands and others. At the discussion were noted directions of territories promotion: investment, tourism, consumption, public, management.

Pavel Ignatiev underscored that employers need to make more attention at the creation of the region's brand whose main aim is to increase the satisfaction of the population of the region. Also the role of culture and tourism space is important – especially, the formation of images and impressions, as underscored Tatiana Krivosheeva.

Practical component of branding was presented with examples of Murmansk and Yakutia. To a lively discussion with the audience joined Sergey Mitrofanov, he asked questions about, what city they would like to go first. After listening to the answers, he discussed on the success of Tatarstan’s brand, noting that the region stands out strongly from all regions of Russia on creating a favorable image. Republic has a very powerful inner core, such that no one could repeat the success in establishing its brand, as underscored Sergey Mitrofanov.

«The uniqueness of the people living in Tatarstan can not be borrowed by other regions as well as the Republic stands out for its very multicultural, - added the speaker. - For example, only in Kazan on the same street can be found church and mosque. And the people, their human capital – is a huge part of a successful territory brand promotion».

Tatarstan Investment Development Agency Press Service