The Search of Russian National Branding Idea Under the Logic of Formation of a Multipolar Global World

Abstract

The article is devoted to the analysis of methodological fundamentals of national brand strategy forming on the identity base. A communicative branding model should have a basis as a central theme, which has a significant value for the citizens and for the international actors. The author states that the Russian national brand identity is defined by the key idea of the strong defensible state. Therefore, defense industry can be object field for national branding strategy forming. As a result branding communication may become a national unity basis and an effective state positioning.

Keywords

• национальный брендинг
• идентичность бренда
• национальная идея
• государственное позиционирование
• территориальный маркетинг
• многополярный мир