CULTUTAL INSTITUTION IMAGE DURING THE PANDEMIC (THE CASE OF SVERDLOVSK STATE ACADEMIC PHILHARMONIC)
The article uses the case of Sverdlovsk State Academic Philharmonic activities to analyse the image of a cultural institution during the pandemic. The author identifies a portrait of philharmonic services consumer based on the survey and presents the results of a comparative analysis of the Philharmonic rating and its competitors yielded by media publications monitoring with the help of Public.ru service. The position of the Philharmonic on the regional market for regional services is determined on the basis of SWOT analysis,