YUGRA as the brand: in search of regional identity

Introduction: an important factor of identification of the region as a single territorial, socio-economic and socio-cultural system is regional identity (the identity of the region), for the formation and strengthening of which an arsenal of various tools is being actively developed. Among the important political efforts in this direction is the work of creating of the brand (positive image) of the region. Objective: study of the socio-cultural aspects of branding technologies of Khanty-Mansiysk Autonomous Okrug - Yugra used by the region for positioning itself in the country and in the world. Research materials: Khanty-Mansiysk Autonomous Okrug - Yugra regulatory documents related to the research topic, Internet and advertising publications. Results and novelty of the research: the socio-cultural aspects of branding technologies used to shape the image of Yugra are investigated. It was established that the problems of branding of the territory are in the focus of close attention of the Okrug's authorities, who are taking various steps to solve them. The article presents the conclusion about the ideology of "Yugra" as unifying and consolidating idea aimed at maintaining of ethno-confessional balance in the region. At the same time, this image is a kind of product that is exchanged for important economic and political resources. Scientific novelty consists of the inclusion of the usual for the marketing terminology and appropriate analytical tools in the context of consideration of the problems of formation of the regional identity of the KhMAO-Yugra.