The modern world is a world of imperceptible assets, global competition, in which cultural goods play an important role. Using the model of breakthrough positioning, it is possible to effectively promote territories by highlighting their fundamental features and strengthening their brand. The article indicates that the development of the art market can be used to create a strong cultural brand, when there is a kind of reinforcement of the brand with additional attributes of value. This article was prepared with the support of a grant for research at the expense of St. Petersburg State University “HUM_2018-2019: Art Market of St. Petersburg: between value and price”.