Methodological approaches to the estimation of national brand
DOI:
https://doi.org/10.15587/2313-8416.2018.140310Keywords:
national brand, branding models, brand management, image positioning, rating, competitionAbstract
The article analyzes the methodology of the most authoritative rating models and indexes of estimation of national brands with the allocation of their strengths and weaknesses. The factors influencing the formation of the international image of the country are determined. It has been established that none of the indexes can fully appreciate such a complex phenomenon as the country's brand. The conclusion is drawn on the expediency of developing a comprehensive methodology, focusing on economic parameters and objective assessments in order to determine the role of the national brand in global competition
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Copyright (c) 2018 Anna Varibrusova
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