Abstract
The process of institutionalizing the concept of “reputation of a subject of the Russian Federation” in the socio-cultural and political context is considered. The special role of publicity capital in determining the competitive advantages and political positioning of the Russian Federation subjects is emphasized. The main reputational factors are identified: the KPI system, new information technologies, the image or brand of a region. Five main groups of stakeholders that may influence the stability of the reputation of a Russian Federation subject are identified.
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