The article discusses theoretical and practical aspects of place branding. Special attention is paid to terminology testing. In the author's view, "place brand" is a multivariate construct, based on a comprehensive geographic image including a set of unique symbolic and associative elements, and transmitting the identity of the territory. The main task of this study is to demonstrate the practicability of geographic approach for place branding and tourist areas planning. The proposed method includes four steps: 1) the regional study for the complex geographical image creation and pointing both the most typical and unique features of the territory; 2) the symbolic presentation of geographic image; 3) analysis of objects reflecting the symbolic interpretation of the geographical image and their spatial differentiation; 4) proposals for the allocation of basic tourist areas. For testing the method, the area of the Small Silver Ring of Northwestern Russia (Leningrad, Novgorod and Pskov regions) was chosen. Eleven sub-brands, based on the symbolic presentation of the geographical image of the region were proposed and ten basic areas were recommended for priority development. The results can be used for development of tourist-recreational system "Silver necklace of Russia". Refs 11. Figs 2. Table 1.