World experience of branding in different territories: opportunities for Ukraine
Abstract
Modern realities in the world encourage countries to compete among themselves for resources. Reputation is becoming an increasingly important factor in this struggle. Brand wars are fought in all sectors and countries are no exception. Territories as brands have started to be taken seriously over the past two decades. During this period, the governments of various states tried to create brands for their countries. There is no single technology for creating and promoting brands of territories. Some campaigns did indeed succeed and strengthen the country's brand position, others failed. Different countries developed in different ways, respectively, the formation of their brands took place in different ways. In this article, the author examined both the historical motives that preceded the creation of brands of countries, and campaigns to promote the brand, developed at the initiative of the governments of these countries. Examples include countries such as the United States of America, Australia, Germany, the United Kingdom, Estonia and Japan. All these countries have different geography, history and culture, respectively, the basis of their brands and branding goals are different. The author found common features of these countries in the process of their branding, which can be applied to other countries. Particular attention in the process of brand formation of countries is given to their sub-brands. The author proposes to consider the interdependence of the brand of countries with such categories of sub-brands as: brands of the country's regions, cultural brands, brands of the country's producers and human-brands. All of them have a great influence on the promotion of the country's brand and vice versa, the country's reputation affects the formation of these brands. The Ukrainian authorities also launched a branding campaign for the country, which did not produce positive results. In the article, the author proposes to pay attention to a number of points, work on which can help make the country's branding process more structured, which will be useful for the formation of a brand of Ukraine in the future.
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