Developing the brand of the Irkutsk oblast as a commoning and guiding element of the rigeon’s marketing strategy

Today, no economic object, no matter how big it is, can do without a marketing strategy, which is not just an «advertising plan», but an elaborate system of interaction with external and internal elements of the environment. The subjects of the Russian Federation are no exception, as well as the Irkutsk region considered in this article. Authors of the article have developed and presented some key marketing elements of the region through territory's branding and the subsequent promotion of the brand.