ИСТИНА

The study investigates the peculiarities of place branding for Moscow. Recently the numbers of foreign tourists visiting Moscow have increased but the majority of them are over 40 years old. Since the population of most Western countries is aging, this seems to be a good trend for Russian inbound tourism. However, it is very important to attract a younger audience and give them an opportunity to broaden their cultural level. Our study is concentrated mainly on a young audience, from 18 to 28 year olds, and intended to find out how they presently perceive Moscow and then offer a relevant positioning. For younger tourists, Moscow is still undiscovered. This is an opportunity for Moscow as the city is so interesting from a cultural point of view and young tourists clearly have an appetite for culture. The research allows us to single out the key elements of the Moscow brand for young people. The key elements are rooted in the rich history and cultural heritage of Moscow. Moscow is recommended to be positioned as a place where different epochs meet: Tsarism, Stalinism and post-era of Russian democracy. Moreover, the sense branding is applied to the city of Moscow in the paper.