The purpose of the article is a philosophical understanding of the brand phenomenon as a socio-cultural product, which reflects not only the level of development of production and consumption, but also the system of values and traditions existing in society. The relevance of the research is due to the formation of an information society in which branding is the most important technology for the development of the territory. The philosophical approach to branding involves the use of hermeneutical techniques and procedures. Justifying the philosophical approach to the technology of branding local spaces, the authors come to the conclusion that branding is a social practice that should be understood from the point of view of its impact on the development of the territory, the optimization of human life and society. The process of branding is revealed in philosophical discourse as one of the varieties of social practices constructed by man and subjected to critical rethinking. The philosophical approach to branding reveals the borderline nature of this problem, which requires an interdisciplinary approach. Philosophical modeling of branding of socio-cultural objects allows us to build models that identify promising areas of concrete scientific research of local spaces.
