Image assessment and brand development of the Altai territory

The article examines the current image of the Altai Krai and analyzes key directions of its positioning as a region attractive for tourism and investment. The household, socio-economic, investment, political, and cultural images of the region are identified and characterized, revealing contradictions and problematic issues. Special attention is paid to the insufficient dissemination of information about the region and weak communication channels, which hinder the formation of a positive political image. Based on a survey conducted among residents and non-residents, the study investigates the perception of the Altai Krai brand, confirming the dominant association of the region with the agricultural sector. The study results provide a foundation for further development of the region's branding and promotion strategy.