Positioning of the Russian defense industry in the face of modern threats and challenges

The article discusses the problem of positioning the military-industrial complex of Russia in the context of the Special Military Operation of the Armed Forces of the Russian Federation. The need to form a strategy for positioning the military industry is justified by the growing anxiety among the population associated with the uncertainty of the future development of the geopolitical situation, as well as the need to ensure Russia's national security using the principle of soft power. The specified reasons determine the main directions of positioning and large groups of audiences of the branded sphere - internal and external ones. The article discusses the stages of positioning the military-industrial complex in the context of the national branding of the Russian Federation. Moreover, this process is described both for an internal audience and for an external one. The authors highlight the main technologies used in the positioning process and identify modern trends in the field of marketing and PR.