BRANDING AS A TOOL FOR PROMOTING THE TERRITORY
Branding of territories is a relatively young science, it began to develop in 2002, when an expert in the field of branding, Simon Anholt, introduced the concept of "branding of places" as an official term and began to consider it from the point of view of an integrated approach. S.Anholt has developed the principles of building territorial brands, which are used in many countries of the world. In Russia, this work is usually episodic at the moment, and a holistic, multifactorial concept of the identity of territories for most Russian regions is not being developed, although its relevance is quite obvious. S.Anholt developed the concept of competitive identity of countries, regions and cities, which is based on the analysis of such factors as export, cultural component, the policy of relations with authorities, the degree of trust in them, the analysis of the characteristics of the population, its character traits, qualifications, level of education, entrepreneurship; it is necessary to analyze the development of tourism, through which the attitude to the region or city in the external environment is transmitted, a serious study of the investment climate.