Abstract: The subject of this research is the modern social and cultural practices that are used by the regions of the Russian Federation in order to create a regional social identity. Currently, the issue of formation of the regional cultural identity as an inseparable element within the system of the nationwide Russian cultural identity is extremely relevant. In this scientific article we examine the processes of establishment of the territorial brand with the assistance of meaningful (representative) cultural events, which include Asian-Pacific Festival, festival “World of Siberia”. As a result of this research, the author determines the peculiarities of these festivals namely as the brands of the territory of Krasnoyarsk Krai, examines the perception of these brands, as well as describes the prospect of development of such events as a brand of territory and their ability to affect the establishment of a positive image of the region.