Kazan', Kazan, Russian Federation
One of important aspects of the general perception and assessment of the state is the impression which it makes on the target audience. In article the attempt to formulate author’s definition of a brand of the state has been made. The author studies the components making him for what the existing ratings of national brands have been considered. As a result of a research of this subject, the author comes to conclusion that in the conditions of modern society – “society of a dream” when brands rule the world, detailed studying of a brand of the state finds special value.
brand; image; trademark; brand of the state; national branding.
«Бренд — это доброе имя чего-либо, предлагаемого публике», — такое определение дает пионер национального брендинга Саймон Анхольт. Доброе имя обладает огромной ценностью, ведь оно способно привлечь внимание потребителей, выделяя ваш продукт среди тысяч других.
1. Ankhol't S., Khil'dret D. Brend Amerika: mat' vsekh brendov [Brand America: the mother of all brands]. Moscow, «Dobraya kniga» Publ., 2010. 232 p.
2. Vazhenina I.S. Kontseptual'nye osnovy formirovaniya imidzha i reputatsii territorii v konkurentnoy srede. Dokt. Diss. [Conceptual bases of formation of image and reputation of the territory in a competitive environment. Doct. Diss.]. RAN UrO, Institut ekonomiki [RAS UrO, Institute of Economics]. Ekaterinburg, 2008.
3. Vazhenina I.S. Reputatsiya territorii: teoriya, metodologiya, praktika [Reputation of territory: theory, methodology, practice]. RAN, UrO, Institut ekonomiki [RAS UrO, Institute of Economics]. Moscow, «Ekonomika» Publ., 2007. 207 p.
4. Ged T. 4D brending: vzlamyvaya korporativnyy kod setevoy ekonomiki [4D branding: hacking the corporate code of the network economy]. St. Petersburg, 2001.
5. Indeks natsional'nykh brendov stran [Index of national brands of countries]. ProRegion [ProRegion]. Available at: http://www.proregion.fr/otkrytaya-biblioteka/analitika/indeks-natsional'nykh-brendov-stran/ (accessed 12 February 14).
6. Yensen R. Obshchestvo mechty [The Dream Society]. Al'pina Biznes Buks Publ., 2000.
7. Kotler F. Osnovy marketinga [Fundamentals of Marketing]. Vil'yams Publ., 2010. 656 p.
8. Ogilvi D. Ogilvi o reklame [Ogilvy on advertising]. Moscow, Mann, Ivanov i Ferber Publ., 240 p.
9. Ollins U. O brendinge territoriy [On the branding of territories]. Identity Publ., 2006.
10. Pertsiya V., Mamleeva L. Anatomiya brenda. Vershina [Anatomy of the brand. Vertex]. Moscow, St. Petersburg, 2007.
11. Reyting 100 natsional'nykh brendov. Gumanitarnaya entsiklopediya [Rating of 100 national brands. Humanitarian Encyclopedia]. Tsentr gumanitarnykh tekhnologiy [Center for Humanitarian Technologies]. 2012. Available at: http://gtmarket.ru/ratings/brand-finance-nation-brands-100/info (accessed17 July 2015).
12. American Marketing Association. Available at: www.ama.org (accessed 17 July 15).
13. Country Brand Index. Available at: www.futurebrand.com/ cbi/2014 (accessed 17 July 15).
14. Dinnie K. Nation Branding. Concepts, Issues, Practice / K. Dinnie. Butterworth-Heinemann, 2008. 289 p.
