Brands of the territory as a basis of promotion of the region (on the example of Tula region)

The article is devoted to the issues of territorial branding. When carrying out branding, it is necessary to take into account the available assets of the territory (cultural and historical heritage, the structure of the region's economy, climate and nature, infrastructure, etc.) and assets that can be developed. The experience of territorial branding is considered on the example of the Tula region. Despite the fact that tourism in the region has begun to develop relatively recently, the region is known on foreign markets by several brands. Also, the territory of the Tula region has a rich historical heritage. The purpose of the research is to analyze the popular brands and assets of the Tula region, and to reveal how the diversity of brands is reflected in the overall concept of positioning the region. The following research methods were used: content analysis of open sources, formal-logical, process, systemic and situational approaches. The study revealed that the presence of several heterogeneous and equivalent brands creates difficulties in positioning the region and searching for a generalized image of the territory. Also, the brands that the territory possesses have different popularity and perception in the external and internal markets. The most powerful brand of the Tula region on the international market is the brand "Leo Tolstoy". In the domestic Russian market, strong brands are: Yasnaya Polyana, Tula State Museum of Weapons, Kulikovo Field, Tula Samovar, T0ula gingerbread and Belyov pastila (Belev marshmallow). The results of the research are complex and can be taken into account by the leadership of the Tourism Development Committee of the Tula region, and are the basis for further developments on this topic.