Branding of Northern Baikal territories: problems and prospects

In the article we have studied internal and external environment of the territorial brand of Northern Baikal through PESTEL-analysis and SWOT-analysis, problems and prospects of its development. The area of Lake Baikal is rich in its recreational po-tential, has significant opportunities for development of different types of tourism, as well as sufficient capacity to meet the need for rest and recuperation of tourists and residents of the Republic of Buryatia.