METHODICAL ASPECTS OF FORMATION OF IMAGE AND BRAND OF THE REGION
In modern conditions need of formation of image and a brand of the region doesn't raise doubts as positive image and a strong brand are the guarantor of ensuring competitiveness of the territory. In this regard heads of regional authorities pay the increasing attention to this problem, considering integrity of image of the region and recognition of its brand as a factor of effective development of the region. Today formation of image, a brand and its advance are one of the strategic tasks included in programs of strategic development of many regions. The practical importance of tools of formation of image and a brand of the region caused keen interest in the matter not only practicians, but also scientists as realization of problems of construction positive and strengthening of positions of a brand of the region is impossible without knowledge of methodical bases of their implementation. By analogy with goods in traditional marketing, steady positions of a brand of the region increase its favorable image and promote increase of recognition and extent of influence of the region in environment, to strengthening of its competitive advantages, provide attraction of additional resources on the territory of the region, and, therefore, make profit for the subjects acting in its territory. In article the author considered methodical aspects of formation of image and a brand of the region in the context of strategic development: specified concepts of image and a brand of the region, analyzed motives of consumption of the region as product by various target audiences and stages and instruments of formation of image and a brand of the region. The presented results can be useful for a vector of search of the most effective instruments of formation of image and a brand of the territory not only at regional, but also at the national level, strategic decisions in the sphere of increase of competitiveness of the region.