BRAND AND ECONOMIC IDENTITY OF REGIONAL ACTORS

Abstract

The article deals with theoretical approaches to the concept of «brand» from the standpoint of its functional orientation and the concept of «economic identity» as a process of self-determination and self-positioning of the regional society, what has allowed to reveal their relationship and social role for regional actors.

Keywords

• territorial brand
• economic identity
• image of the territory
• the competitiveness of the region