Intangible Assets of a Region: Essence, Role and Functions in the System of Management of Regional Competitiveness

Abstract

The article discusses issues related to the formation of a competitive regional strategy, based on the combined use of three conceptual approaches: the choice of "locomotive" of the regional economy in the construction industry, territorial marketing and regional branding. The effectiveness of the integration of these approaches, stemming from the fact that the result is positioning and promotion of the region as well as regional intangible assets, to ensure and maintain its high status and attractiveness for investors, partners, tourists, skilled labour and other resources. These approaches allow the simultaneous solution of the triune strategic objectives are to meet the social, economic and marketing needs, and problems of innovation development facing the region.