The role of regional brands in formation of regional identity and image of territory

The article analyzes the possibility of using regional brands for formation of regional identity, regional patriotism and, ultimately, for creating a favorable image of the region. On the example of the Penza region the author shows the relationship between the image of the region in the eyes of its people and the attitude of the population to local brands. Possible directions of popularizing regional brands through the media and other social institutions are analyzed.