Generalized theoretical model of territory branding

The article delves into the study of the process of organizing territory branding. The research is based on a critical analysis of the scientific literature pertaining to the identified issues. The author has developed and presented a theoretical model of territory branding. It includes such components as: identification of management subjects (initiator and developer), study of the objectives of brand creation, identification of its target audience, perception and assessment of the of attitudes towards the region of the main target audiences of the territories’ brand, identification of the of key brand elements (logo, slogan, corporate color, shape), identification of the region’s competitive advantages, analysis of the main tools that influence the formation and development of the territory’s brand, as well as evaluation of its effectiveness. The proposed authorial model can serve as a foundation for organizing future territory branding processes.