Results found: 2

Search results

Search:
in the keywords: brand,

Sort By:

Limit search:

Національний брендинг і особливості його застосування країнами Центрально-Східної Європи

100%

Колесницька Н.

Studia Politologica Ucraino-Polona

2014

vol. 4

101-107

The article reviews various approaches to the definition of «brand». The main emphasis is made on the definition of «state’s brand», which the author explains as: state’s brand - a set of characteristics (name, term, sign, symbol, picture, slogan, etc.), which combine an idea of the country for themselves, an exclusive and positive characteristics of the country and allocate it among other countries. It has been specified the objective components of country’s brand: features of the sectoral specialization of the country, the availability of export potential, territorial location and transport development, intellectual and innovative capacity and its compliance with the objectives of the country, the level of social development, the status of the production capacity and generated investment activity, etc. It is posted to review several types of national brand typology. Requirements for the successful advancement of the country in the world are specified. The basic functions to be performed by the successful brand are highlighted. Also it is taken into account the principles of successful positioning. Author highlighted the definition of «regional brand» and «political and communicative mechanisms». The importance of sensible information policy for the development and promotion of individual brands of the country is emphasized. The author points to the areas tourist attraction as a factor in building a successful brand of the country. The examples of national brands of Poland and Estonia are under analysis.

Z badań nad siatką terminologiczną brandingu państwa

58%

Skiert-Andrzejuk K.

Studia Politologiczne

2017

vol. 46

238-252

Economic globalization and the intensification of international interdependence have prompted the deepening of the mechanism of political and economic unification. The result of these processes is the penetration of enterprises and the state. The product development and marketing strategies that were the domain of private companies and corporations are being taken over by the public sector. Each item or service must be distinguished from the competing product by the appropriate symbol, name, term or logo called the brand. In the process of globalization, the state has entered the branding sphere. As a result, the concepts of national branding, country branding, and political branding have emerged. The concepts assumed the state as a brand. The purpose of the study is to analyze branding in the context of placing this subject of cognitive research in political studies and to study the problem of defining branding and a brand using the etymology of terms.

Refine search results

1 Studia Politologica Ucraino-Polona

1 Studia Politologiczne

1 Skiert-Andrzejuk K.

1 Колесницька Н.

1 2017

1 2014

Search results

Національний брендинг і особливості його застосування країнами Центрально-Східної Європи

Z badań nad siatką terminologiczną brandingu państwa