SUMMARY.   A. Dallakyan Secrets of positioning credit cards in Russia   In this article we are deciding a problem about absence of clear positioning of credit cards in Russian market and analyzing existent brand strategies of credit cards. We are proving necessity to create real brands for credit cards, explaining why necessity to develop separate program of positioning, but don't use capital of head brand of Bank. Besides in article we are researching free niches and describing procedure of creation of brand strategy on real business case - credit card for purchases eclectic goods - CreditPOD.