Global Experience as to Creating National Brands
Journal Title: Бізнес Інформ - Year 2015, Vol 11, Issue 0
Abstract
The article is aimed at theoretical substantiation and analysis of global experience as to creation and development of national brands. Methodological basis for the study was formed from the works of leading Ukrainian and foreign scientists, information and analytical materials of international rating agencies. International experience as to creation of national brands has been analyzed on the example of the United Kingdom, Switzerland, Singapore, Liechtenstein, South Korea. Tools and mechanisms for creation of national brands of countries have been generalized. In the generalization of different approaches, the most common tools have been identified, which are widely used for the creation of a national brand. Although still there is no holistically built marketing strategies of countries, but some states (for example, Switzerland and Singapore) are beginning to establish strategies, taking into account current market research, which would be willingly cooperated with the government, economic and political situation in the country, cultural, historical, geographical characteristics, moods and perceptions of population, as well as unique features of each country etc. Prospect of further research in this direction will be analyzing the formation and development of national brand of Ukraine.
Authors and Affiliations
Ganna Polishko
Keywords
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