BRICS Summit 2024 as a Driver for the Development of Reputation Capital of the Republic of Tatarstan
( Pp. 42-48)

The purpose of the research is to assess the effect of the BRICS 2024 summit in Kazan on the region’s reputational capital and the dynamics of Tatarstan’s investment attractiveness. The analysis of the state of the reputational capital of the Republic of Tatarstan after the significant international BRICS 2024 summit was held in Kazan in October 2024 resulted in several conclusions. It was determined that the BRICS 2024 summit made a significant contribution to the formation of the reputational capital of Tatarstan and its capital. During the preparation period for the summit, large-scale preparatory work was carried out in the Republic of Tatarstan and Kazan, which became a source of large investments in the region. During the 2025 summit, the number of mentions of Kazan and Tatarstan in the Russian and world media increased dramatically due to the importance of the event and the issues that were resolved at it. The holding of the BRICS 2024 summit in Kazan is rated at a high level, which undoubtedly had a positive impact on the attractiveness of the region. Attracting the attention of the leaders of the BRICS member countries, the guests of the event and the public to the Tatar culture introduced the traditions of the population of Tatarstan, promoted rapprochement with other countries and peoples. The communication policy and the coverage of the event in the Russian and world mass media played a great role. However, the study showed that this was not enough to increase the investment attractiveness of the region, since the task of establishing strong ties between regional structures and the business community during the BRICS 2024 summit was not solved. It is recommended to use the experience of Tatarstan and Kazan in hosting the BRICS 2024 summit as an example of a tool to enhance the image and investment attractiveness of the region during a major international event. Proposals are outlined to more effectively convert “recognition” into business contacts during the preparation and holding of international events.

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reputation capital, image, brand, investment attractiveness, summit, BRICS.