Author's concept of promoting the brand of the city of Murom as the capital of the institution of marriage and family happiness

The article examines the strategic aspects of the formation of the author's concept of promoting the brand of the city of Murom as the capital of the institution of marriage and family happiness. It is noted that the relevance of the study is associated with the need to overcome the imbalances between industrial potential, demographic challenges and unrealized tourist resources through the institutionalization of local narratives (the cult of Peter and Fevronia). It is revealed that the effective positioning of the city requires the synergy of historical and cultural heritage and modern urban practices, including digital technologies, interactive solutions and stylization of the urban environment. It is concluded that the implementation of the concept can ensure a 30% increase in tourist flow, strengthen the image of Murom as a nationwide symbol of family values and create a multiplier economic effect through the development of related industries.