A theory developed in 1980 by U.A. Vinokurova and Yu.V. Yakovts proved the existence of the Arctic circumpolar civilization which includes, in their opinion, among other Russian regions the Sakha Republic (Yakutia). Aggravation of social and economic problems in this region, decline in the traditional activities of indigenous people caused by a budget reducing requires effective solution at the national level. This particular theory helps to draw attention to the region and fosters development of the natural and cultural heritage preservation programs. It provides ethnocultural development of indigenous people and protection of their primordial habitat and a traditional way of life.

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The article presents the typological model of Yakutia’s natural and cultural heritage developed by the authors the substantial elements of which are natural objects and phenomena, material artifacts of culture, material and spiritual objects and spiritual elements of culture. This model demonstrates a rather stable sociocultural informational and value-conscious system, formed in the course of adaptation of the ethnicities inhabiting the region to the extremely severe environment of the North. The objects of natural cultural heritage create a system characterized in intrinsic relation by effective methods of environmental management, an original material and spiritual culture, a diversity of strategies of activity and managing. These reveal themselves in the rigid observation of natural rhythms, transfer to the subsequent generations of knowledge of features of the landscapes, natural resources, migrations of birds and animals, routes of nomadic wandering, places of settlements and nomadic housing, etc., as well as in the formation of a value-oriented spiritual bond with the primordial habitat, as well as the perception and celebration of its beauty and particularities.

Development of region image now gains the central importance as exactly because of it the territory becomes well-known and recognizable. Possibilities appear for region’s strengthening and activity manifestation in the domestic and world market. The positive territory image contributes to the improvement of investment climate, improvement and development of tourist infrastructure, increase in revenues of service sector and increase in competitiveness level. In this regard, we consider this subject relevant. We present the scientific review of definitions “image” and “region image”. We allocate the contemporary approaches to a research of region image by means of the comparative analysis. We prove that the favorable natural and cultural region heritage gives all opportunities for region positioning as an attractive investment. We analyze objective, subjective factors and problems for positive region image development. We also describe sights of Yakutia as advertising and the guide for potential tourists as the image potential of the Republic. We conclude that development of favorable region image will give the opportunity to offer the international community the attractive region which has favorable natural, cultural and historical, social and cultural conditions.

The brand is an important element in the development of tourism, it exposes all the advantages of tourist products, cultural and natural heritage, brand identifies tourist product from the total mass of services provided in this sphere. We discuss different categories of tourist brands. Tourist product and region image are formed due to branding. Presented examples of regional brands affect the fame and recognition of the territory.The purpose of this research is to review the structure of the brand of the tourist enterprise, to identify the peculiarities and importance of the branding efficiency. We present a scientific overview of the definitions “brand”, “branding”, as well as the task is to reveal the definition of “branding in tourism”, its history and position in the modern tourist market of the Sakha Republic (Yakutia). Due to comparative analysis we highlight modern approaches to the study of the region brand. It is justified that the favorable natural and cultural heritage of the region gives all opportunities for positioning the region as an investment attractive region. The result of the study was the conclusion that the region branding is an element of the promotion system of the Sakha Republic (Yakutia) as a tourist region.