POSITIONING OF THE REGION ON THE PRINCIPLES OF BRAND FORMATION

The process of positioning a region is one of the most important tools for attracting investment to a territory. In turn, the methods of work of the human health management system, contributing to the improvement of the quality of life of the population. However, effective tools for positioning the region, which take into account the geographical location, recreational conditions of the territory, the available opportunities, its cultural, national and ethnic identification, as well as differences, have not yet been proposed. This is evidenced by the low level of investment in the regions, the weak development of the real sector of the territory's economy, the rapid decline in the living standards of most of the region's residents, and, as a consequence, the growth in the rate of population migration. Thus, the formation of tools for positioning and identification of the region, which allows you to determine their competitive advantages, is a basic prerequisite for ensuring the economic development of the territory. In modern conditions of the transfer of powers and budgets of state bodies to local governments, the positioning of the region becomes a possible condition for their competitiveness. The article discusses the interpretation of the concept of «positioning», in particular, two of its basic components are highlighted: positioning as a strategy, positioning as a set of actions. Approaches to the positioning of the brand of the region are analyzed, where the region is considered from the position of a unique phenomenon and a complex product with a wide range of properties. The signs of a successful brand are determined, the main goals of branding, assessment, classification of models and stages of positioning the region are highlighted. and also: diagnosis of the situation, formulation of the essence of the brand, a strategic plan for brand promotion. implementation of the strategic plan, assessment of the effectiveness of the formed brand.