The article is devoted to actual problems of phenomena of economic identity of the region and the brand of region. We present some results of the interdisciplinary expert survey «Bottom-Up: How the Economic Identity of the Region is Manifested in the Socio-Economic Behavior of the Individual-2016». The main purpose was to detect and record the effects of an economic identity of the region in socio-economic behavior of individuals in various regions of six Federal Districts of the Russian Federation. Also, we discuss the situation on the creating the brand of the territory.