Specific features of development of Yakuia’s and Kazakhstan’s brands have been analyzed. Comparative analysis of normative documents specifying image making policy of largest subject of Far Eastern Federal District of Russian Federation and Republic of Kazakhstan has shown efficiency level of undertaken measures. Inadequate level of social and economic development and, consequently, tendency to differentiate internal and external image is one of the problem of the republics’ branding policy. The level of social provisioning of population defines image of the republics. Kazakhstan is the most successful among post-Soviet countries in realizing image policy. Social and economic development program of the Republic of Kazakhstan allows bringing closer internal and external image. But image of former Soviet republic as interpreted by global community is questionable. The Republic of Sakha (Yakutia) is not only the biggest but perspective for economic development region of Russia. But the problem of its investment potential for international partners is still pressing. Yakutia’s image is developing in situation of underdeveloped tourism infrastructure and other infrastructure with typical for all Russia social and economic problems and extreme climate conditions. Yakutia’s development strategy is aimed on overcoming these obstacles and using natural and climate resources for comfort living. Successful cases of territories with similar social and political situation allow correcting existing image development programs and develop new strategic plans of development of the region.