BRANDING AND ITS ROLE IN CREATING INVESTMENT THE ATTRACTIVENESS OF THE REGION
The article discusses issues related to the development of approaches to the formation of an effective brand of the region, creation of investment attractiveness of the territories through the use of branding as a marketing technology. Describes the nature and content of branding, the main problems of development and brand development of the region (on the example of the Belgorod region). Presents the results of studies of the images of the region, existing in the minds of the population of Belgorod region. The features of the design and brand creation, mechanisms to promote and maintain the brand at the regional level. Special attention is paid to the interaction of all actors of the local community, and above all, between local authorities, regional mass media, the General public in the process of brand-building in the region. For the development of the investment climate of the region the article proposes to use a specific sequence of stages of branding the territory of the Belgorod region.