THE MAIN CHARACTERISTICS OF A CULTURAL BRAND10
The article holds the idea of the necessity of strict differentiation strategies, branding in different fields - culture, economy, geonatural field and the territorial entities. The impossibility of introducing the general concept of the brand is substantiated. The main steps of cultural branding are given. The author»s approach to the concept of (ethno) cultural brand is proposed. For this purpose, the goals, objectives, subject and object of the process of cultural branding are identified, as well as the main characteristics of the cultural brand introduced by the author are considered in detail.