Legending as a tool for branding territories

The article is devoted to such a promotion tool as legending in relation to the branding of territories. The focus of research attention is on the demand that can be caused by legend in the promotion of a destination. The relevance of the research is dictated by the need to find effective mechanisms for the formation of a competitive regional identity and the promotion of "their" territorial brands. The purpose of the study is to meaningfully reveal the phenomenon of legending as an effective mechanism for the creation and promotion of geo-products. The scope of the research includes the definition of the essence of the legend as an effective marketing tool; analysis of the mechanism of the legend in order to promote the brand of the territory; categorization of directions for branding territories. The author's interpretation of the term "legending" as an important element of branding is presented. The research is based on the analysis of theoretical works by domestic and foreign authors that highlight the issues of branding territories. The results of the conducted research can be used in the planning and implementation of projects aimed at branding at the regional level. It seems relevant to further study the work of mechanisms for the promotion of territories.