The article explores the questions of territorial branding for small towns of Russia. It places a special focus on the commemorative space and practices through which the town's cultural memory is shaped and used as a symbolic resource to create a distinctive brand. This brand aims to cultivate a positive and appealing image, contributing not only to the socio-economic development of the region by enhancing its tourism potential and attracting investments but also to overcoming the crisis of identity faced by the local community.