Using Branding in Regional Development

The article discusses the issues of forming a territorial brand (geobrand), summarizes the factors influencing the brand formation of a region and a city, proposes an algorithm for creating a regional brand, and presents the results of a survey among young people in the Bryansk region regarding their assessing the image of the region and Bryansk. Based on this, the paper proposes an information message that can be used in branding Bryansk, and carries out recommendations for developing the Bryansk region’s geobrand. In future studies, it is advisable to involve the population in the branding process, more actively use digital technologies, pay attention to souvenirs, and involve various organizations and citizens’ categories in the brand creation process. Developing and implementing a strategy for forming the geobrand of the Bryansk region requires a systematic approach. This includes working with the media, developing tourist infrastructure, supporting culture and crafts, as well as creating recognizable visual images.