The brandbook gives a vision of what Kazan Universiade brand is, of its missions and positioning. It protects the brand from its subjective perception by experts of the organizations involved into the planning and delivery of the Games. It states main principles of how to create adequate and effective brand communications.
Part 1 of the book describes the brand platform of Kazan Universiade, its values, missions, key identity elements, positioning and general messages to its target groups.The channels and ways to transmit these messages are systemized.