Humanities & Social Sciences 4 (2015 8) 809-817 ~ ~ ~ УДК 316.4 Dynamics of Residents’ Identity in the Krasnoyarsk Territory Settlements as a Basis For the Region’s Brand (2010-2014) Valentin G. Nemirovsky* Siberian Federal University 79 Svobodny, Krasnoyarsk, 660041, Russia Received 13.02.2015, received in revised form 28.02.2015, accepted 16.03.2015 Processes of modernization and new industrialization of the country in the current fi nancial and economic crisis are regionally differentiated. <...> Absolute priority in these processes is given to regions with clearly marked and attractive brand. <...> This brand is largely dependent on the settlement selfidentity of the region’s residents, and their emotional perception concerning the region’s territory. <...> Therefore, the analysis of regional (settlement) self-identity for the population and concomitant factors plays an important role for the formation of the region’s brand. <...> The paper is based on the materials of representative study of the population of the Krasnoyarsk Territory, conducted in 2010, 2012 and 2014. <...> It was concluded that in the past fi ve years, largely due to the strengthening of the regional settlement self-identity of the region’s inhabitants, the brand of the Krasnoyarsk Territory became less amorphous and more polarized. <...> In addition it was found that respondents with stronger complementary settlement self-identity tend to evaluate some aspects of the region’s brand as positive, while the residents with weaker or absent settlement self-identifi cation treat the same aspects as negative. <...> In the end, strengthening of the region’s brand and the positive elements’ intensifi cation help the economic, social and cultural region’s competitiveness in the modern world. <...> Keywords: region’s brand, self-identity in settlements, social and cultural identity, modernization. <...> Relevance of the topic and approaches to the study The territorial branding in the last decade has become the focus of a growing number of © Siberian Federal University. <...> P. 58-63), that the beginning of this process falls at the early 2000s, when Simon Anholt, Valentin G. Nemirovsky. <...> At the present stage of Russian society development the problem of formation of regional brands is becoming more and more crucial. <...> According to V.V. Markin, the collapse of the USSR, “sovereignization” of individual subjects of the Russian Federation, the destruction of inter-regional have been signifi cant social economic relations, strengthening of nationalistic tendencies factors of imbalances <...>