TOURISM BRAND IN THE RURAL AREAS
In the article, branding of territories and tourism facilities is put forward as a way to develop rural tourism in the Krasnodar Territory. The structure of the tourist brand in the countryside has been developed and, on its basis, the existing brands of the Krasnodar Territory have been analyzed. A survey of potential consumers was conducted, aimed at identifying associations with the Krasnodar Territory, determining the recognition of existing brands of rural tourism. To date, in scientific and practical activities in the field of tourism, quite often they turn to the branding of individual objects of tourist activity and entire territories. A successful tourism brand is able to attract additional investment in the infrastructure of the regions. The formed tourist brand indicates the attractiveness of the image of the country, region or individual tourist site. The task of a brand of a territory or an object of the tourism industry is to form positive associations associated with it. The brand of the territory contributes to the development of certain types of tourism in the regions. To create relevant and productive brands of rural tourism, it is necessary to highlight the elements of successful branding.