Branding as an instrument of investments’ attraction into the region (case study of the Republic of Dagestan)

Studying the case of the Republic of Dagestan, the article substantiates the necessity for application of branding mechanisms for the formation of a positive image of the region, creation of which is possible if the republican authorities, the business and the civil society collaborate. The author believes that there is a need for improvement of the region’s image in order to develop positive ideas, associated with the Republic, of investors and tourists, which will increase the level of its investment attractiveness and competitiveness.