This tutorial describes various territory branding models (S. Anholt hexagon, semiotic brand model, etc.), typology of brand identification and solutions in the field of global territorial branding, reveals the problems of brand development and presentation, as well as the original methodology for structuring the urban environment based on communicative patterns (within the framework of the concept of the K. Alexander template language). The book is a practical guide and guide to creating urban identity, brand identification systems, brand communications, urban identity.