RELATIONSHIP OF THE MEDIA IMAGE OF THE CITY WITH THE IMAGE AND BRAND OF THE TERRITORY IN THE REGIONAL MEDIA

The media image changes all year round, it is formed due to many factors. The proposed work considers the concepts of brand and image of the region’s territory. The process of image and brand formation, their components and the difference between the two concepts. The purpose of this article is to demonstrate and analyze the relationship of the city’s media image with the image and brand in regional media. The article provides a review of the literature on the topic of the study: brand creation strategies, brand objectives in the territorial aspect and the algorithm for its construction are considered. The relationship of the city’s media image in the media with the brand and image is analyzed. The author focuses on the factors influencing the image in the media: residents, comments, ratings, etc. The article analyzes four communities in the VKontakte social network: “Chelyabinsk memes for every day”, “Our Chelyabinsk”, “Channel 31”, “1obl.ru | Chelyabinsk News”. The article examines what city residents and authors of posts pay attention to, what materials receive the most feedback, where, how and with the help of what the region’s media image is formed in the social network. The author of the article comes to the conclusion that both concepts complement each other and are directly related to the media and the city’s media image. Residents and authors of communities also have a direct influence on the media image, since it is with their help that the region’s image is directly transmitted in the media space. The brand and image of the territory, their development contribute to the improvement of the overall media image, competitiveness with other regions and the attraction of tourists.