The Problems of Creating the State Brand "Russian Nation" as a Tool of Socio-Political Marketing

Investigation of the new innovative regulatory instruments of social and political marketing aimed at encouragement of social initiative becomes topical in the context of modernization in the Russian Federation. The brands created by the state are among the tools that are targeted at promotion of socio-political interests. The branding of the ‘Russian Nation' in the form of the common civic identity meets a number of obstacles. The study analyses the ethnic background of the Russian Federation and how it determines adoption of the brand ‘Russian' Nation' by various population groups.