THE ESSENTIAL CHARACTERISTICS AND COMPONENTS OF THE NATIONAL BRANDING: THE BRANDING OF CONTEMPORARY RUSSIA IN CONDITIONS OF GLOBAL COMPETITION

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Abstract


The article analyzes the theoretical foundations and components of the phenomenon of “national branding”, identifies the strengths and weaknesses of the concept, evaluates the methodological foundations of the country's reputation management. The goal of the article is to assess the current image of the Russian Federation. The author proposed the concept of adequate image positioning of the country in the world community.


About the authors

Anna Anatolievna Kaganovich

Peoples’ Friendship University of Russia (RUDN University)

Author for correspondence.
Email: anna_kag@mail.ru
Miklukho-Maklaya str., 6, 117198, Moscow, Russian Federation

postgraduate student of the Department of Comparative Politics of Peoples’ Friendship University of Russia (RUDN University)

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