Competitive identity as basis of successful development of regions

Article is devoted to consideration of the concept “competitive identity” as bases of complex, diversified development of territories, creations of a brand of the state or any territory allowing to compete in the modern global world. It is noted that one of components of competitive identity is cultural identity of the territory and that, except identity creation, also it is very important to broadcast by means of communication technologies in information space of the message, explaining an essence of this identity. The example from our Russian practice - creation of the Perm brand by the gallery owner Marat Gelman is given in the project: “PERMM - the cultural capital of Russia”, are analysed the reasons of his failure.