Viktoria Rozhok on Territory Branding


On June 25, RD Group’s Director of External Relations Viktoria Rozhok spoke at the CRE Summit in Sochi, where she talked about the branding of territories.

Viktoria Rozhok took part in the CRE Summit’s session “Branding and PR of Territories – an Overblown Trend or Investment in the Future?” In her remarks the expert touched upon the main issues faced by developers and urban planners in their efforts to create brands for specific territories.

“Poor-quality projects are a thing of the past. Today, in the process of implementing a project, developers must focus not on the cost of the end product but rather on its value for the consumer,” Viktoria Rozhok noted.

It is important that a new project fit harmoniously into the urban environment and not disrupt the established architectural setting of the neighborhood. Moreover, a building and the space around it must be comfortable not only for the target audience but also for ordinary residents and pedestrians. 

“For example, as a part of the third phase of the Romanov Dvor complex a well-landscaped internal courtyard is being created that is accessible not only for the employees of the business center but also for ordinary residents. The courtyard will have tables and chairs as well as free Wi-Fi – it’s an ideal place for informal meetings or simply getting together with friends outside. We are also providing escalators which will connect Romanov Pereulok to the internal courtyard,” Viktoria Rozhok explained.

RD Group is also participating in the implementation of a unique project – Moscow’s first pedestrian gastronomic street Romanov Alley. “When the developer creates a quality product, paying attention to its social significance, he not only improves his own piece of property but also makes a contribution to the city’s development as a whole,” Viktoria Rozhok concluded.


The two-day program of the summit includes 14 thematic discussions, project presentations and case studies. The topics covered at the event have been selected in such a way as to encompass all pressing issues concerning strategy, operational management and marketing in the development, investment and management of commercial real estate in Russia’s capital and regions.