SEMANTIC CORE OF THE BRAND OF TERRITORIES
Purpose: to consider the semantic core of the urban identity and brand of the territory. Discussion: the article discusses the term "semantic core" as a tool for building a brand of territories, promoting it on the Internet and developing a promising direction for the work of modern territorial branding on the example of the Lipetsk region. Results: The Lipetsk region is highly dependent on the "domestic consumer", search queries in most cases are of a local nature, which, in our opinion, is a deterrent in the brand promotion strategy of the territories. The semantic core method can also reduce the cost of promoting the brand of territories with CEO and SMM, if key queries for specific regions are introduced into the materials of sites and portals. A feature of the work in the formation of the brand of the territory is its multipolarity, vastness and difference in the views of different categories.