The article notes that the issues of the formation of the image of the territory, finding the optimal and competitive image options are one of the important objectives of regional development. The methodology of the study is based on institutional analysis of the peculiarities of the region from the perspective of an international brand based on its territorial structure. Economic history allows one to see the dualism of the image of the product and territory. The Ivanovo calico, Lyon silk, Detroit car, Damask steel, Pavlovsk locks, Indian tea confirm this thesis and the importance of the realization of the goal of regional development. World experience testifies to the importance of the development of the image of the territory for building effective dualistic concept of the product-territory. The following image options are grounded in: business, industry, environmental, technological, investment, tax, welfare, immigration, social, informational, institutional, cultural, historical, crime, sports, recreational, religious. The optimal choice of image formation depends on the characteristics of the territory and its entrepreneurial potential. Most regions with the significant and underestimated potential for domestic and foreign markets should use all the options of image formation in the study area.
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