Published: 15 February 2017
Purpose. The aim of the article is to analyze the image of the region in the perception of the population, which is the foundation for the formation of the image. Results. Having established the correlation of the "image" and "brand" of the region, which affect the competitiveness of the territory, the authors focused on the internal component the image in the eyes of the population. On the basis of the results of a sociological survey conducted by questioning respondents, emotional associations are examined, social and economic problems affecting the image of the region in the eyes of citizens are recorded and analyzed. Characterized by factors that impede the disclosure of a further positive image of the region and, as a result, the formation of a strong brand of the territory. The key historical, geographical and other aspects, their influence on perception are analyzed; Special attention is paid to negative trends in the socio-economic status of individual citizens, which affects the image of the region. Scientific novelty. Specific answers to the leveling of existing social and economic problems are considered, which, in the opinion of the population, in the long term, will improve the image of the territory.