The Best City on Earth: What Makes a Territorial Brand

On August 24, 2023, Zaryadye Park hosted an expert discussion titled “The Best City on Earth: What Makes a Territorial Brand” as part of the Moscow Urban Forum. The panel featured Sergey Cheremin, Minister of the Government of Moscow, Head of the Department for External Economic and International Relations; Gulnara Agamova, Director General of the Creative Industries Agency; Vladimir Mashkov, actor and Artistic Director of the Oleg Tabakov Moscow Theater; urbanist and founder of Citymakers Bureau, Pyotr Kudryavtsev; and Alexey Slukin, Head of Strategy at Artemy Lebedev Studio.

Participants explored the branding strategies of major global cities, with a focus on Moscow. Sergey Cheremin highlighted Moscow’s success in maintaining its brand as a comfortable, welcoming, and attractive city. He emphasized that this reputation has enabled the Russian capital to sustain strong relationships with cities worldwide.

In closing, the panel agreed that a city’s brand plays a vital role in attracting investment, boosting tourism, and improving residents’ quality of life. They noted that effective branding requires a holistic approach—considering all aspects of urban life, leveraging unique characteristics, and strategically planning development in line with citizens’ needs and expectations.