The report presents the characteristics of the image of the Vologda region emerging due to the development of regional brands, the prospects for the development of other brands. The role of the project “Vologda region - the Soul of the Russian North” in “up-to-dating” and promoting the image of the region is described. The place of Vologda region in the National tourist rating is considered, the main brands of the region are considered, the positive consequences of inclusion of the region in this rating are analyzed. The characteristic of the caviar brand as a potential aspect of further development of the image of the Vologda region is given. The possibility of development of the brand “Vologda region - Northern Thebes” is specified.