Abstract. In modern conditions, the role of branding the territory as an attractive object for tourists, investors and budget subsidies is immeasurably increasing. However, the branding of the vast territories of the constituent entities of the Russian Federation has not yet received sufficient development and is not being used to a sufficient extent to enhance their attractiveness. The systemic nature and sustainability of the process of promoting regions to the tourist and investment markets can be ensured by the more active use of key civilizational symbols and signs that most clearly reflect the characteristics of each region. A specific tool for involving cultural and natural heritage in the process of branding can be a map of the civilizational saturation of Russian regions, compiled using official statistics on material objects of the cultural and historical heritage of the peoples of the Russian Federation.