The role of «soft power» technology in formation of the branding strategy of Russia

Abstract

The article examines the possibility of the formation of the modern concept of image of Russia in the paradigm of «soft power». The author emphasizes that branding strategy should systematically cover several major areas: mass communication, public diplomacy, culture and sports, the activities of organizations of compatriots abroad, information image campaigns in connection with national holidays and anniversaries.

Keywords

• имидж россии
• национальный брендинг
• имиджевая политика
• image of russia
• national branding
• image policy