The efficiency criteria of regional rebranding campaigns

The article discusses the basic performance criteria that are used in the assessment of regional image campaigns. The author emphasizes that there is no generally accepted methods used in assessment of the region's rebranding campaign, since different campaigns pursue their specific goals and objectives, so today the most common assessment of the project implementation is based on determining the percent of the activities that have been actually performed of the total number of planned ones. It is argued that to estimate the changes of the region's brand, it is essential to consider the range of its most important indicators of socio-economic, political and humanitarian spheres.