THE ESSENTIAL CHARACTERISTICS AND COMPONENTS OF THE NATIONAL BRANDING: THE BRANDING OF CONTEMPORARY RUSSIA IN CONDITIONS OF GLOBAL COMPETITION

Abstract

The article analyzes the theoretical foundations and components of the phenomenon of “national branding”, identifies the strengths and weaknesses of the concept, evaluates the methodological foundations of the country's reputation management. The goal of the article is to assess the current image of the Russian Federation. The author proposed the concept of adequate image positioning of the country in the world community.

Keywords

• национальный брендинг
• брендинг территорий
• управление репутацией
• глобальная конкуренция
• идентичность бренда