Territorial brand has a social dimension reflected in the social equilibrium and measurable with social effectiveness indicators. The paper offers social effectiveness analysis of territory using investigation object “territorial and social systems (TSS)” with their further classification according to social types based on cluster analysis. This method allows the authors to distinct four social types of TSS in Sverdlovsk region in accordance with such characteristics as financial activity, quality of life, social stability and ill-being levels. The results of investigation could be useful for brand policy of territorial authorities.