Factors of Attractiveness of a Territory Brand for Residents

Introduction. The relevance of the study is determined by the need to strengthen the competitiveness of regions through the use of marketing and branding tools to extract additional resources. One of the important groups of stakeholders are residents, who ensure the stable and progressive development of the territory. In order to attract and retain valuable residents, as well as ensure their long-term attachment to their place of residence, authorities must constantly improve the quality of life and create a comfortable urban environment. The aim of the study is to identify and analyze the factors that increase the attractiveness of the brand of territories for residents. Materials and Methods. The empirical basis for the study was provided by ratings and indices related to the study of demographic, social, institutional, political, economic, scientific and technical, communication, reputational, and global development of countries and regions in areas such as standard of living and quality of life, education, healthcare, and the environment; the level of public relations, health, and public safety. A comparative analysis of 98 international and Russian ratings was conducted, including a factor analysis of indicators. Results. An analysis of existing quality of life assessments revealed factors that reflect residents' attitudes toward the territory. It was established that in order to assess this indicator, it is necessary to focus not on global ratings and indices, which provide generalized results and a rather conditional picture, but on studies limited to national or regional frameworks. Moreover, the narrower the focus of the rating, the more indicative the subjective criteria component will be. Discussion and Conclusion. The appeal of a place brand is based not only on its positive image, but also on the creation of an attractive living space and long-term attachment to it by citizens. It has been established that the factors contributing to the attractiveness of a place brand for residents are stability, demonstration of successful development, and prosperity in the development of the territory. At the same time, the assessment categories for each of the indicators vary depending on the territory.