Construction is rightfully considered one of the most important sectors in any economic system. It takes an active part in building up the fixed assets, creating a diverse technological and social infrastructure, as well as providing the population with housing. At the same time, the specific features inherent in construction and the product it produces, such as, for example, territorial consolidation and a long service life, as well as excess of demand over the supply on the Russian housing market, allowed the construction companies to long consider marketing as an unnecessary, optional element of the market activities. However, the rapid growth observed in the field of housing construction over the past 20 years, increased the competition and increased the demands from the consumers, led to the fact that many construction companies were forced to reconsider their old attitude to marketing. Today, almost every organization in the housing market uses, to one degree or another, marketing tools, more often tactical, less often strategic. However, the ongoing changes in the Russian construction market, due primarily to economic stagnation and a decrease in the population solvency, actualize a greater active introduction of marketing tools in the construction companies’ practice, including against the backdrop of the economic activity increasing digitalization. A review of the problems and prospects in this area is one of the objectives of this article.

For a number of reasons, the domestic construction industry has traditionally been characterized by a conservative attitude to such means of influencing the market as marketing in general and branding in particular. The excess of demand over supply, observed in the Russian housing market for a long time, allowed the construction companies to consider marketing as an unnecessary, unproductive element of market activity. However, the active growth in production volumes that took place in the field of housing over the past 20 years has led to a significant intensification of competition between the construction companies, contributed to the increased demands from the consumers, and, as a result, forced many construction companies to reconsider their old attitude to marketing. To date, almost every major construction company operating in the housing market is already actively using certain marketing tools. Branding was no exception in this series either. Creating and promoting brands of construction companies and residential complexes has become a daily practice. A review of the current situation, problems and prospects in this area are the objectives of this article.

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