Transboundary brand: European and Ukrainian experiences

The article presents a study of the concept "cross-border brand" and the analysis of the formation of cross-border branding practices in transboundary territory of Europe and Ukraine. Today the cross-border territories united by common economic, social, cultural and political life strive to be transformed into a brand. That is why the issues related to their positioning and branding are of great importance. According to the author cross-border / inter-regional brand, an intangible asset of cross-border cooperation, which provides the promotion of the interests of cross-border areas, both inside and outside the cross-border. In recent years, such brands as part of Euroregions are being formed with the participation of many European countries.