Evolution of regional reputation concepts in the context of digitalization

This article explores the evolution of theoretical concepts of regional reputation and related concepts (image, brand) in the context of accelerating digitalization. Based on an analysis of scientific literature and a structuring of existing approaches, the article traces the transformation from the classical understanding of territorial image as a static image to a complex, dynamic concept of reputation formed in the digital environment. Particular attention is paid to the interrelationship between the concepts of «image», «brand» and «reputation» of a region, as well as the new conditions for their formation and assessment, as digital communications and online platforms become key channels for influencing the perception of a region by target audiences. The article substantiates the need to integrate digital tools and big data analysis methodologies into modern regional reputation management strategies.