Formation of branding regions concepts: research areas

The transformation of branding places from technologies of crreationn associations or myths of regions into technologies for implementing spatial development strategies has updated the search for branding tools that are relevant to the goals of the strategic development of regions. An analysis of Russian and regional regulatory documents in this area shows that such a tool is the Territory Branding Concept. The relevance of the Concepts of Russian territories development is due to the need to implement the Concept of promoting national and regional brands of goods and services of domestic production for 20072008, the projecs "Made in Russia" and "Export of agricultural products". In addition, the processes of nonstandard regionalization, the international trend, leading to the emergence of new regional entities, requires the development of branding of new territories. In Russia, nonstandard regionalization, such as the formation of new regions, for example, the macroregion "Yenisei Siberia", requires the formation of relevant Branding Concepts. Meanwhile, the formation of Russian territories Branding Concepts still does not meet the intended goals. Concepts are developed in a few territories, and their content has diversity of structures and the lack of a single conceptual framework. The need for a scientific and methodological justification for the Branding Concept of Yenisei Siberia macroregion has necessitated the implementation of the Project "Concept and Models of Product Branding of Yenisei Siberia macroRegion" supported by Krasnoyarsk Science Foundation. The article discusses the modern problems of the formation of Territory branding Concepts based on the analysis developed in the regions of Russia, due to the lack of unified approaches to determining the essence of the basic concepts of “brand of territories” and “branding of territories” and their legal definition. The authors substantiate the necessity of synthesizing theoretical and empirical areas of research in the field of territorial branding, which ensures the effectiveness of the formation and implementation of territory branding concepts within the framework of sustainable socioeconomic development of territories. The necessity of methodological support for the Concept development, as well as modeling the structure of the Concept of territorial branding, is ustified. The further direction of research in this scientific field is seen in the developing terminological direction, systematization of the prerequisites for branding territories, formulating goalsetting branding, creating models of target audiences and models for branding territories, and evaluating the effectiveness of branding places.