New trends in the global rebranding of experience: Lessons for Russia

Abstract

The article discusses the new trends in the global rebranding of experience and perspectives of image formation of the modern concept of Russia in the paradigm of “soft power”. The author emphasizes that Russia’s image strategy should have sociocultural bases and systematically cover several major areas: mass communication, public diplomacy, culture and sport.

Keywords

• имидж россии
• национальный брендинг
• ребрендинг
• имиджевая стратегия
• image of russia
• national branding
• rebranding
• image strategy