Importance The article deals with the problems of forming a culturally robust city brand in the Russian art market. Objectives The article aims to propose a model of the Russian art market, which will boost the cultural brand of St. Petersburg, as well as to identify attributes of that brand. Methods For the study, we used a system analysis, statistical methods, as well as market research data. Results We developed a comprehensive approach to defining a brand of the territory, identified the key brand attributes of St. Petersburg, and we propose a model of a perfect art market, which will increase the attractiveness of the brand of the city for all potential consumer audiences. Conclusions and Relevance We conclude that the formation of the cultural brand of the city is closely connected with the level of development of the art market of the territory. The results of this research can be used to develop a program for the development of St. Petersburg and the implementation of economic policy in the region.
Keywords: city brand, art space, re-branding, perfect model, art market
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