The Analysis of World Trends of Territorial Branding Development

This article deals with the problems of development and promotion of territorial brands on the level of countries, provinces and cities. Such states as Australia and Germany, the Austrian Tyrol and the city of China Hong Kong are the examples of territorial brands, showing their strengths and opportunities for the "advancement" of respective territorial entities. The article presents the author's formulation of the category "territorial brand". Much attention is paid to the identification of modern world tendencies of development of regional branding. The author has tried to systematize and to analyse each of these trends. It is noted that the creation of territorial brands is an on-going process, the role and importance of which have steadily increased in recent years.