Author: Lyudmila E. Starostova and Ksenia V. Arkhangelskaya

Abstract: The article analyzes theoretical studies in the field of place branding devoted to development of place brand model. On the basis of critical evaluation of the theory and practice of place branding in Russia, the authors examine existing place brand models presented both in Russian and English academic literature. Having conducted the comparative analysis the authors made the classification of models in the theory of place branding and characterized methodological significance of them. As a result, the authors were able to identify four types of place brand models: models describing the essence and structure of a place brand, models of algorithm for building a place brand, models of brand management of a place brand and intergrative models based on a complex approach to the examination of the place brand process.

Keywords: model; place brand modeling; place branding; brand.