ASSESSMENT OF NATIONAL BRANDS WITHIN FORMING THE IMAGE ECONOMY
Journal Title: Науковий вісник Ужгородського національного університету. Серія: Міжнародні економічні відносини та світове господарство - Year 2018, Vol 17, Issue 1
Abstract
The article deals with the nature of the national brand and branding as an instrument for the formation of the image economy in conditions of intense competition. It is established that in conditions of increasing competition on the domestic and foreign markets of the countries, a productive tool for winning the competition is the creation of a unique national brand that accumulates the general perception and perception of the national economy among consumers, competitors and investors. The analysis of the most expensive national brands of the countries of the world is carried out. Based on the rating of global brand ratings, taking into account brand value, country's investment attractiveness, image, ease of doing business as well as tourist attractiveness and availability of services, it has been found that in the 2016-2018 most popular and most expensive brands are the US, China, and Germany. The main reasons for the leadership positions of brands in the United States and China are determined by the rapid growth of both economies, despite the trade wars between them. At the expense of strengthening the political role of each of them, expansions in the consumer goods market, construction and automobile production, the reduction of US tax rates occupies the first position for the third consecutive year, which guarantees its national brand by the AAA grade strength index. An estimation of the most progressive growth rates of brands is conducted. According to estimates, the fastest growing brand values in 2017 were the brands of EU countries and countries in the African region. The rating of the Ukrainian brand is analyzed. Thus, according to expert estimates of "Brand Finance" in 2018, the national brand of the country ranked 60th in the ranking among its nearest neighbors and partners with a value of 84 billion dollars. USA, showing an increase of 23%. According to the results of the evaluation of national brands for 2016-2018, the trends and imperatives of the development of modern national brands in the world are formulated.
Authors and Affiliations
O. O. Kabanova
Keywords
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