Model of the digital ecosystem in the city brand management system

The article examines the model of Moscow’s digital ecosystem as a tool for managing the city’s representation in the online environment and for shaping the city brand. Based on the comparison of quantitative and qualitative indicators, the study maps key services and their functions within the structure of urban interaction. The paper reveals the multi-level organization of Moscow’s digital ecosystem, in which digital platforms and services function not only as infrastructural elements of governance but also as channels for communicating the image of the capital to different audiences. The empirical results show that the scale of reach does not always correlate with the perceived quality of services, which indicates the need to align technical integration with communication policy in order to maintain the coherence of Moscow’s brand and the stability of the territory’s digital image.

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