Special aspects of master data-based integrated management of region reputation in modern IT environment

Relevancy of issue under investigation is stipulated by rapid changing of traditional assumptions about regions competitive strength. These tendencies are explicitly characterized by (I) digitization of IT processes and (II) convergence of tools enabling advancement and formation of particular territory image. Today's on-line environment is simultaneously (I) a platform for presenting the region in virtual space and (II) a tool forming preferences of territorial product consumers. While handling the region's reputation it is necessary to take into account 'digital footprint' as an element which is forming the region's image and competitive strength. Goal of research — development of recommendations to enable task-oriented formation of territorial image in targeted public consciousness.