DESIGN OF ETHNO-CULTURAL BRAND OF THE REGION AS A RESOURCE FOR MANAGING THE TERRITORY DEVELOPMENT

Abstract

The subject of the research is the processes of creating a brand of the region, due to the search for a unique competitive niche that would contribute to the inflow of large investments and tourist flows. In recent decades, the creation of brands has affected many regions. This is due to the fact that in a situation of increasing crisis processes, the authorities of modern territories are actively engaged in the search for a unique competitive niche that would facilitate the inflow of large investments and tourist flows. The purpose of the article is to examine regional positioning, to highlight key characteristics, to identify benchmarks that point to territorial features. The article analyzes the possibilities of applying ethnocultural brand design technologies in relation to regional management and territorial planning in the example of the Saratov region. The influence of regional media in the formation of the ethno-cultural brand of the region and the degree of awareness of the inhabitants of the region about the activities of the intercultural orientation in the context of designing ethno-cultural identity in brand design are assessed. The results of author's sociological studies (content analysis and questionnaires) performed in the Volga Region Institute of Management, a branch of the Russian Presidential Academy of National Economy and Public Administration, on the scientific specialty of the Department of Social Communications «Management Communications in the Strategic Development of Territories and Organizations» are presented.