Event events in the branding of the territory: purpose, types and design

In the article, the authors consider the technology of developing event events in the branding of the territory, which provides the region with financial advantages associated with the growth of investment, tourist flow, improving the quality of life, and the formation of the regional identity of the inhabitants of the region. At the same time, attention is focused on the relationship between territorial branding and event events, since at the event level, the formation of regional brands occurs through the promotion of cultural events that allow identifying the territory taking into account the selection of a team a group of specialists motivated and competent in certain areas of socio cultural activities. It is noted that teamwork in the process of sociocultural design of the event program when branding the territory is due to the presence of certain tools, including means, forms and methods of socio cultural activities, allowing you to distribute the available resources between the directions and stages, components and time intervals of the components of the program, united by common goals and aimed at achieving them. The authors of the article define the important role of the activities of cultural institutions as an important resource for branding the territory, which, in cooperation with active and initiative residents, create public facilities for socio cultur al communications and event events, forming the image of the territory on the basis of new cultural meanings, practices and lifestyle.