A Festival Trademark as a Regional Tourism Brand

The article discusses the necessity and prospects of registering trademarks of festivals in order to increase the tourist attractiveness of Russian regions. The concept and types of festivals, their fundamental features are considered. It is determined that the Russian regions have a significant potential for holding numerous and diverse festivals that attract tourist flows. It is established that festivals as regional tourist brands provide the subject of the Russian Federation with a protected business card – a trademark that allows to monetize this intangible asset. The author identifies the advantages of registering a trademark of festivals for the purpose of branding the region. It is determined that the registration of trademarks of festivals can become a driving force for the development of tourism in Russian regions.