This study is devoted to the analysis strategies and mechanisms for managing the image of the region as a factor in increasing the competitiveness of a modern state. The article analyzes the specifics of optimizing regional investment policy by using the territorial branding technologies and the formation of a political image of the region, taking into account the need to manage political and economic risks. Authors systematize the most relevant concepts of the formation of the political image of the region in the context of the formation of the information society. Researchers identify the prospects for further scientific measurement of the practical significance of these theoretical developments on the example of the political spheres of regions and cities. Image optimization of investment policy should reflect the competitive advantages and transform them into opportunities to make timely decisions in the context of the formation of the information society, which necessitates the leveling of global risks. In this study, branding is considered as a purposeful process of influencing the image of the territory using a set of political, marketing, information and other social technologies based on positive factors. The main achievement of the territorial branding campaign is to influence the formation of a positive image of the region by using the marketing technologies. The scientific and theoretical constructions systematized in this article are an effective tool for implementing modern policy. The system of strategic directions of modern policy studied in the article is designed to increase the efficiency of public administration, form a public communication space for articulating and implementing political and economic tasks, and create conditions for the adaptability of the political system to potential external challenges and threats. Practical implementation of innovative solutions through risk management mechanisms forms the system of competitiveness of the political system. The scientific and theoretical constructions systematized in this article are an effective tool for implementing modern policy.