The fundamental theoretical evidence in the regional branding study are pointed out in the article. Furthermore the concepts of «regional image» and «regional brand» are analyzed. The author proves the developing branding strategy of Transbaikal region is required. In terms of the factor analysis the brand principle values are revealed. Those values are specified as construction and promotion frame of the Transbaikal region image in the system of the Russian Federation and People's Republic of China interregional mutual relations.

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