The management strategy of the regional image

The study analyzes the management strategy of the regional image. It defines its essence, fundamentals, target audience, the key quantitative and qualitative characteristics of the territory. The author considers the image of the region as a specific virtual reality which is deliberately developed in the minds of the various target groups and relies on reputation capital but is not determined by it. The research presents the stages of implementing the image management strategy which includes a unified concept of regional development, the vision of the future for the target audience, a step-by-step design of perception of and attitude to the territory in order to know the programmed desires, a variety of behavioral patterns. This approach to the territorial image management will eliminate the random and unprogrammed actions and desires of the target segments, identify and neutralize the extraneous influence on the regional image.