The article deals with the formation of the cultural brand of the city and study the potential impact that the level of development of the Russian art market, interconnected with the city. The article considers the main approaches to the definition of the brand of the city and the transformation of views on its formation. In this paper, we investigate the possibility of creating a strong cultural brand in St. Petersburg. In this article, the study of the key attributes of the brand of St. Petersburg and their perception of Russian domestic and foreign customers, and developed recommendations for the development of global cultural brand of the city on the basis of the introduction of the model of perfect art market.

It is concluded that the formation of the cultural brand of the city is closely linked to the level of development of the art market territory and the formation of a strong cultural brand St. Petersburg requires the introduction of a perfect model of the art market, using the most important attributes of the brand of the city.