Communication strategy in the process of creating a brand of the Tver region

The article unveils such terms as communication, strategy, and communication strategy in relation to regions’ branding. Some types of communication strategies used in forming the sustainable regions’ brand are being discussed, such as strategies of cooperation and confrontation, as well as open, semi-open, closed and semi-closed communicative strategies. Effectiveness of the formed area-based brand in modern society depends on the development of information field and target audiences’ loyalty, the communication strategies playing an important role in the process.