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The formation of a country brand is among the most urgent tasks on today's agenda. This was the conclusion reached by the participants of the round-table discussion on the projects "100 Best Brands of Kazakhstan" and "Made in Kazakhstan". The creation and promotion of a national brand may be beneficial in developing tourism, production sector and attracting investments. At the same time, the successful promotion of the brands of individual territorial units of the Republic of Kazakhstan can serve as one of the criteria for the rating of regional authorities.