Regional Branding as a Tool for Consolidation of Community and Development Cross-Sectoral Social Partnership

Research is devoted to the study of the political functions of regional branding, which consists in increasing the level of consolidation of the people and the development of cross-sectoral social partnership between public authorities, business and civil society organizations. During the theoretical part, the author gives a comprehensive explanation of the existence of this political function and shows how through the elements of "public diplomacy" and a symbolic policy, this function can be performed. After analyzing the technologies, tools and stages of regional branding author creates its own integrated approach for its implementation, based on a three-stage structure of communication in the creation and management of any kind of brand. In conclusion, the theoretical part of the study the author presents its own technology for evaluate the effectiveness of the implementation political function of branding, which is based on the "A-YA-rated" evaluate the effectiveness of cross-sectoral social partnership in the Russian regions. In the empirical part of the dissertation, this formula has been tested, and rated the effectiveness of the implementation political functions of the regional branding in 3 Russian regions- Perm, Volgograd region (with a separate analysis of the phenomenon of branding Uryupinsk city) and Kostroma region. The author concludes that the political function of regional branding in Russia is poorly implemented, but has a high consolidation potential, which will gradually recognize by the Russian federal and regional elites.