Managing regional branding of the federal subjects of Russia basing on the intellectual capital concept

The article deals with the branding issues of federal subjects of Russia. The regional branding is in the active phase of development but the lack of a methodological framework restrains overcoming existing difficulties. The problems of regional branding could be treated as the problem of forming regional development tools in the transition to the knowledge economy.The aim of the paper is the development of methodological framework of regional branding on basis of the concept of intellectual capital. For this purpose the following problems have been solved. First, is justified the interpretation of the territory brand as a part of the regional intellectual capital. Secondly, identified the issues of regional branding which need of development of methodological base. Third, are proposed the regionalbrand management tools on basis of the intellectual capital management techniques.Justification of a regional brand as a part of the intellectual capital of region carried out based on the analysis of regional brand accordance to intangible resources properties and of the structural analysis of intellectual capital. To identify the areas of regional brand management which need further development, a model of regional brand management is proposed treating it as a project with a subsequent transition to the functional activity. The proposed regional brand management tools are formed on the basis of the adaptation of intellectual capital management tools to the tasks of regional branding.The results of the study could be used to improve regional branding activities of regional administrations of the federal subjects of Russia.