А. Кривоносова Л.

The article substantiates the need to form a positive image of the Khabarovsk territory as a coordinating factor and a mechanism for strategic development, presents theoretical and technological approaches that determine the content and algorithm of management and research activities to determine the model of an effective image policy of the Khabarovsk territory, taking into account its needs and resource capabilities. Recommendations were formulated for the possible formation of a model of the image policy of the Khabarovsk territory on two grounds: for residents and non-residents, as well as the most appropriate types of brand-image. The research results are analyzed, allowing determines the positive and negative aspects influencing the formation of a favorable perception of the region in accordance with various development goals, the dominant values for the formation of the brand image, as well as information content reflecting the interests of consumers of the territorial image policy are proposed. The methodological basis for the implementation of a comprehensive sociological research and expert analysis is presented.