FORMATION OF A NATIONAL BRAND OF THE STATE: THE EXPERIENCE OF THE BRICS COUNTRIES

UDC 338.2
DOI: 10.36871/ek.up.p.r.2024.12.06.008

Authors

Vladislava I. Noga,
Russian Peoples’ Friendship University named after Patrice Lumumba, Moscow, Russia

Abstract

The article analyzes the experience of the BRICS countries in forming a country brand through indices of national brands and soft power, which allow us to determine the key elements that shape the perception of countries in the global arena, as well as their ability to influence various areas of interaction in the world. The positions of the BRICS countries in the world ranking by gross domestic product are also examined. Attention is focused on the fact that in the modern conditions of development of world economic systems, the promotion of the national brand of the country, as one of the most valuable assets for any country, is of particular importance.

Keywords

national brand, national image, national brand rating, territorial marketing, socio-economic development