Present problems of territorial branding on the example of the city of Rostov-on-Don

This article shows the features of a territory brand, and also describes the difficulties encountered in the process of its creation. A number of criteria is specified, thanks to which the creation and operation of the strong city brand become to be possible. The results obtained during the research, can be applied to create a city brand and to be used by Administration of the city of Rostov-on-Don for the development a program of city branding.