The purpose is to consider the features of the preliminary analysis and subsequent creation of a brand as an element of the organization of a cultural event (festival), based on the study of domestic and international experience. The relevance of branding in modern culture is substantiated. The main features and the sequence of brand creation are studied. The conclusion is made about the requirements for the brand of the festival to meet technical and functional norms and standards, modern design trends. The importance of branding in creating an image of relevant values and cultural interaction is emphasized. - PDF (Russian)