The article is devoted to the study of such a modern marketing tool to increase the tourist attractiveness of the region as creating a brand. The views of prominent scientists, both in Ukraine and abroad, regarding the formation of theoretical and practical foundations of branding and marketing of territories are outlined. The article determines that the promotion of a tourist product in the domestic and world markets is not only due to favorable geographical location or natural conditions, but also due to the ability to position the product through the formation of a brand, which is why the formation of a positive image (brand) is one of the priorities set by governments, businesses, firms, and cities. The essence of the concepts “brand” and “identity” and their differences are characterized. The stages of brand formation in the region (SWOT-analysis of the region; study and fixation of its current state; search for conflict resolution; creation of an image (brand) of the region; development of action plan for regional brand formation; brand promotion; monitoring and evaluation of the brand) and the main components of its identity (company name; slogan; logo; color palette; font; carriers of brand identity) are outlined. The peculiarities of the development of the tourist brand identity and its key tasks are highlighted. The article emphasizes that each region seeks to take a unique position in the minds of potential tourists, investors, and people to develop competitive advantages that will enable it to be attractive to consumers for a long time. The development of the identity of the tourist brand on the example of Zaporizhzhia is analyzed, namely the history of creation, the concept of “7 by 7”, the city logo, tourist destinations and their logos, slogan, font, and more. Prospects for further research are identified, including the identification of promising areas for regional development of tourism and hospitality. 

brand, identity, region, city, tourist attraction