NATIONAL BRAND AND NATIONAL BRANDING: THEORETICAL AND METHODOLOGICAL FOUNDATIONS
DOI:
https://doi.org/10.55439/EIT/vol11_iss3/i29Keywords:
national brend, national brending competitive identity, national brand image, national brand identity, stakeholdersAbstract
In this article, the main definitions of the concepts of "national brand" and "national branding" are considered and systematized, article also studies approaches of the various authors to the notions of “national brand” and “national branding” from the perspective of public diplomacy, territorial marketing; furthermore, article provides comparative analyse of characteristics of national branding and public diplomacy as a tool of “soft power”. Definitions of "national brand identity" and "national brand image" are given. Article considers the necessity to form a national brand based on the goals and objectives stated by the government policy.
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