Comparative analysis of the modern models of Russian regions rebranding

The article deals with the model of rebranding of four regions: Novosibirsk, Yekaterinburg, Ufa and Chukotka. The author analyzes possibilities and limits of using each model, and shows features of re-branding in different geographical areas. The author emphasizes that the choice of a particular model depends on the climatic, geographical, historical, cultural, socio-economic, demographic, and many other features of the territories, as well as the availability of tangible assets. Ultimately, the success of re-branding campaign depends on the political will of regional elites, and their ability to organize and unite the regional community.