Features of promotion of ethnocultural brands in the context of formation and realization of the potential of territorial museums

In the context of the socio-cultural development of the territories, ethnocultural branding acts as a multiplier for the development of the region and a tool for improving the competitiveness of a location. The communication component of ethnocultural branding is especially important for its regional development and promotion. Activities to support and promote a variety of ethnocultural projects directly affect the realization of regional potential on ethnocultural branding. In such a situation, the process of approximation of ethnocultural brands to modern trends is possible on the basis of regional museums, where cultural heritage objects are concentrated, which can be considered as potential objects of ethnocultural branding. The article proposes a method for determining the territorial ratings of the formation and realization of the potential of territorial museums in the ethno-cultural branding of the region. The establishment of a final rating allows to differentiate the regions in the field of ethnocultural branding, depending on the socio-cultural and economic characteristics of the territory.