FORMATION OF A NATIONAL BRAND: THEORETICAL AND METHODOLOGICAL ASPECT
Abstract
The article proves the role of national branding in creating the image of the state in the minds of the target audience and forming attachment to it. The expediency of using a marketing approach, in particular the tools of territorial branding, for positioning and promoting the image of countries, reputation management is emphasized. It is established that the term "brand" has changed over time, reflecting the main trends and transformations of economic science. The essence of the concept of national branding and its content are studied. Attention is focused on its components, based on the concept of competitive identity of S. Anholt. It is emphasized that countries of the world actively use the tools of branding to form the image of the state. The rating of the most valuable national brands in the world is analyzed and it is emphasized that the TOP-10 has remained unchanged in recent years and is represented mainly by developed countries, which in their own strategies pay significant attention to the formation and promotion of the image of the state through the use of modern marketing technologies. The top three of this rating include the USA, Germany and China. It is noted that the place in such a rating significantly affects the image of the country. It is established that according to 2023 data, Ukraine took 63rd place in the rating of national brands. Based on the approaches outlined by scientists, principles are proposed that create an appropriate basis for the formation of a national brand and streamline actions, reflecting the main relationships, interconnections and patterns of processes. Among them: the principles of scientificity, complexity, systematicity, uniqueness, legality, coordination, adaptability, innovation, synergy. It is noted that this list can be supplemented in accordance with changing situations and adjusting the goals set. It is established that based on the relevant principles, the process of national branding is orderly and structured, which is ensured by its phasing. A model of national branding has been formed, which is aimed at strengthening the image and reputation of the country, increasing its competitiveness.
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