Peculiarities of measurement of the potential of museums in evaluation of the efficiency of ethnocultural brand of the region (with the museums of south Russia as a case study)

In article the capacity of the museums in the sphere of ethnocultural branding is investigated on the basis of an author's method of evaluation of efficiency of ethnocultural brands. The major factors affecting need of the evaluation of efficiency of a regional ethnocultural brand are defined. Approbation of the developed method on the base of the museums of the South of Russia (the Volgograd region, the Rostov region and the Stavropol region) is carried out. The main advantages of the offered method are: its importance for development of methodological base of ethnocultural branding, the optimum number and simplicity of calculation of the directions and indicators chosen for the analysis, universality of application for a single region and interregional researches, a possibility of accounting of specific features and trends of sociocultural and economic development of territories. The analysis of the available data showed that museum networks of the considered regions differ on degree of effectiveness of the work and have various cumulative potential in the field of ethnocultural branding. The inefficiency reason in use of cumulative potential consists not only in incorrect use of resources, but also in non-optimal functioning of the museum organizations.