Narodowy branding i specyfika jego zastosowania przez państwa Europy ŚrodkowoWschodniej

Abstrakt

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.