Territorial branding as an indicator of a region’s economic identity

This article examines the role of territorial branding as a key factor in the formation of economic identity using the case of the Sakha Republic (Yakutia). Social well-being, self-identification, adaptation and behavioral attitudes within the regional system, as well as other characteristics of economic identity play an important role in creating ideas about the uniqueness of the region. The relevance of the topic is due to the need to develop an integrated approach to the formation of a sustainable territorial brand of the region, which can become a driver of economic development and a tool for preserving cultural uniqueness in the context of globalization and growing competition between regions. The aim of the work is to identify the key factors and strategic priorities for the development of the territorial branding of the region through the analysis of its competitive advantages and limitations. The methodology includes the study of scientific literature, regulatory documents, a comprehensive analysis of statistical data, analytical materials, a case study of successful practices in various fields, as well as a SWOT analysis matrix. The study identified key factors in the formation of the territorial brand of the Sakha Republic (Yakutia), including unique natural and cultural resources, innovative potential, and the development of creative industries. The analysis showed that their effective use can increase the attractiveness of the region, strengthen its economic identity and create sustainable competitive advantages. The practical significance of the work is to substantiate the need to integrate territorial branding into the strategic planning of the region in order to ensure sustainable economic growth and increase competitiveness at the global level. The prospects of the study are related to the development of specific mechanisms for implementing a brand strategy, taking into account the specifics of the region.

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