Territory Branding as a Way of Increasing the Economic Attractiveness of the Region

Present research has focused on the exploration of development of new regional brands worldwide and particularly in Russia. The paper presents the structure of territory brand suggested by expert from russian and foreign experts and the methods of assessment the investment attractiveness of the. The general purpose of this diploma is to study the most effective examples of brands and to create unique model of evaluating of the impact of territory branding on the economic attractiveness of the region. There were employed following methods: analysis of the literature devoted to territory branding, the study of methods, which are conducive to the most successful development of brands, the creating of the universal model for assessing the economic effectiveness of the branding and test this model on three Russian territory brands (Krasnodarsky krai, Nizhegorod and Kaliningradskaya regions). It was found that effectiveness may be calculated as the percentage growth of the total amount of target income from branding and the changes in the investment attractiveness of the region. To sum it up, the created model could be applied to assessment of effectiveness of every developed brand and experts can observe the changes of economic attractiveness of the region after the procedure of branding.