BRAND LIKE A INDICATOR OF DISPARITIES OF THE REGION’S DEVELOPMENT

World experience of branding territorial formations a countrywide scale and the first steps in this direction Ukraine confirmed the historical capacity and effectiveness as brand format of national economy management. Research shows the dependence of the national brand from the overall level of socio-economic development, which in turn is determined by the total economic potential of individual regions, allowing the use region's brand index as an indicator of regional development disparities. The subject of research is the integration brand properties that characterize the economic disparities of certain regions of Ukraine and EU countries. Purpose of research is justification of the region's brand-index as an indicator of level of the economic development of regions. During the research were used a general principle of systemic of of general communication, situational approach to the brand, as a tool for solving complex social, economic, environmental and political problems of individual regions. The practical significance of the results is to use region's brand-index to assess the level imbalances of certain regions, overcoming of which is possible in the brand-oriented format of the national economy. Сonclusions. Region's brand-index is an integral indicator characterizing the level of social- economic development of the territory. Brand-oriented format of regional and national economy is the best in the joint efforts of government, private enterprise and the public.