An analysis of the phenomenon of the most expensive global brands shows that business can be an important and autonomous «self-perpetuating» without government interference source to increase the influence of their country of origin. Transnational corporations (TNCs) and their corresponding brands are important carriers and agents of «soft power» generated using a complex set of marketing, advertising, psychology, and management tools.
«soft power», transnational corporations, brand, branding, marketing, advertising, ideology, identity, consumers psychology, mass psychology, information safety.
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