Small town branding in the regional dimension: methodological approach

It is shown that modern approaches to small town branding should be based on a theoretical understanding of existing theories, their empirical verification, and the application of spatial econometrics. The importance of O.V. Inshakov’s research on unification of conceptual approaches in building spatial development models and activation of “growth points” in the face of small and medium-sized settlements is noted. The purpose of the study was to form a methodological approach to managing the process of small town branding. The work used system and axiological approaches, economic-mathematical, and project modeling. The conducted meta-analysis showed that branding of territories does not take into account their size and investment opportunities, and the process itself is reduced to disseminating the brand in social networks. In most cases, the brand of a small town acts as an object of empathy for the local community, which is interested in its ownership with a share of “exclusivity and uniqueness.” The brand “Kotelnikovo - Land of Heroes” formed in the city of Kotelnikovo in the Volgograd Region has made it possible to intensify external relations, attract public and private investment, and increase the tourist flow. The proposed models of project solutions for branding small towns provide organizational, legal, and economic conditions for the development of city infrastructure and improving the quality of life of the population. The methodological approach to branding small cities based on social partnerships between official institutions and society contributes to the inflow of investment and economic development.