THE STRATEGY OF SOCIAL AND ECONOMIC REGIONAL DEVELOPMENT: TERRITORIAL BRAND BUILDING

Abstract

The article dials with the concept of a regional brand, that has gained popularity in the economic and political spheres, as the quintessence of the mission and strategy of regional development, the algorithm of the territorial branding is offered, its similarities and differences with the branding of goods or services are considered. The authors analyze the structure of the program document – “Strategy of social and economic development of the region” as a source of information for the territorial brand building.For example of a number of strategic regional development programs general information about STEP and SWOT-analyzes of territories is identified. The authors analyzed the relationship of the Strategy with indicators of regional brand, the mission of Russian regions, their formulation and the availability of “core” in the missions are considered. Also, group of the factors, affecting the possibility of territorial brand building in the region, is analyzed.The authors highlighted sections of the Strategy, which could serve as sources of information in the process of territorial branding, as well as a concept of new Strategy’s content with section “Regional brand” is offered.

Keywords

• territorial brand
• regional attraction
• strategic planning
• the Strategy of regional development
• regional mission
• STEP-analysis of the region
• SWOT-analysis of the region
• strategic actors of the region/stakeholders