The paper is devoted to the problem of increasing the Russia’s regions branding effectiveness. The purpose of the study is to substantiate the possibility of applying project approach in enhancing branding efficiency of the federal subjects’ of Russia. The achievement of this objective is based on the hypothesis that the effect of Russia’s regions branding is actually related to brand-management quality of the regional authorities.
In order to reach the purpose the following tasks are solved. First, it is proved that the quality of brand-management by regional authorities is connected with the effects of regional branding. Secondly, a possibility of applying the project approach to regional brand management is established and the structural-role model of regional brand project is proposed.
The conceptual framework of this research presupposes the division of marketing and management aspects of regional branding, which allows to explain the observed contradiction between high methodological provision and numerous failures to develop brands of Russia’s regions and thus to define the direction of further methodology development. The proof of the management level’s role as a key factor for regional branding success is based on the comparison of the estimates of brand success and the quality of its management obtained on the basis of the normative documentation, scientific publications and expert opinions analysis. The research results could be used to increase the regional authorities’ competence in regional branding matters.