Branding the Golden Ring: Case Study of Kostroma, Russia
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Branding the Golden Ring: Case Study of Kostroma, Russia

Now that destination branding has become popular worldwide, Russia is trying to catch up. However, the whole thing is seen by many as yet another way of money laundering and/or budget wasting. Russians are traditionally pretty pessimistic about most things that promise time-delayed results. They think their lives are likely to change drastically by then,…