Vestnik RUDN. International RelationsVestnik RUDN. International Relations2313-06602313-0679федеральное государственное автономное образовательное учреждение высшего образования «Российский университет дружбы народов имени Патриса Лумумбы» (РУДН)10527Research ArticleCreation and Promotion of Brand-Image of RussiaGlinskayaIrina Yurievna<p>Department of advertising and business-communication</p>irina_glinskaya@mail.ruPeoples’ Friendship University of Russia15012016161465309092016Copyright © 2016, Glinskaya I.Y.2016<p>In the conditions of growing competition between the countries the struggle has moved into a brand and image space. International ratings show that Russia has rather low positions. This fact suggests that the problem of formation of image of Russia is of great importance in the context of information pressure from a number of leading countries of the world. The article is devoted to the mechanisms of formation and promotion of the brand image of Russia. The author gives several proposals on developing the strategy of formation and promotion of brand image of Russia and recommends creating the Institute of image policy, which may include representatives of state, business elite and public institutions.</p>Geopolitical competitionimagebrand-image spacemechanisminternational ratingmarketingmonitoringmass-mediaгеополитическое противоборствоимиджбренд-имиджевое пространствомеханизммеждународный рейтингмаркетингмониторингсредства массовой коммуникации[Anhol't S. Brend Amerika. [Brand America.] Dobraya kniga, 2010, 239 p.][Bart R. Mifologii. [Mythology]. Mocow, 2004, 351 p.][Bell D. The End of Ideology: On the Exhaustion of Political Ideas in the Fifties. N.Y.: Free Press, 1965, 474 p.][Gadzhiev K.S. Imidzh gosudarstva v konflikte ideologij. [The image of the state in the conflict of ideologies] Moscow, 2007, 128 p.][Gaman-Golutvina O.V. Politicheskie ehlity Rossii. Vekhi istoricheskoj ehvolyucii. [ Political elite of Russia. Stages of historical evolution.] Moscow: ROSSPEHN, 2006, 448 p.][Gerbner, G. The image of Russians in American media and the "New Epoch."Newbury Park, CA: Sage Publications, Inc. 69 Hess, S. 1996, pp. 237-247][Glinskaya I.Yu. Politicheskie mekhanizmy formirovaniya pozitivnogo imidzha Rossii.[ Political mechanisms of formation of positive image of Russia ], LAP LAMBERT Academic Publishing, 2011, pp. 349-350][Irhin Yu.V. Politicheskoe upravlenie i prognosticheskij podhod k politike [Political management and predictive approach to policy]. Sociologiya vlasti. ZHurnal Rossijskoj akademii gosudarstvennoj sluzhby pri Prezidente RF. 2007, no. 2, pp. 7-11][Lebedeva T.P. Imidzh gosudarstva v mirovom politicheskom prostranstve: strukturnye modeli formirovaniya. [The image of the state in the global political space: the structural model of formation of ]. Vestn. Mosk. un-ta. Ser.21. Upravlenie (gosudarstvo i obshchestvo), 2011, no. 1, pp. 13-28][Levi-Stross K. Strukturnaya antropologiya. [Structural anthropology] Moscow, 2008, 512 p.][Losev A.F. Filosofiya. Mifologiya. Kul'tura. [Philosophy. Mythology, Culture], Moscow, 1991, 527 p.][Morozova E.G. Politicheskij rynok i politicheskij marketing: koncepcii, modeli, tekhnologii. [Political market and political marketing: concepts, models, technology]. Moscow, 1999, 247 p.][Nye J.S. Redefining NATO’s mission in the information age. NATO Review.1994, no. 4. pp. 60-69][Rajs EH., Traut Dzh. Pozicionirovanie. Bitva za uznavaemost'. [Positioning. The battle for recognition ] SPb.: Piter, 2004, 272 p.][Rassel B. Istoriya zapadnoj filosofii.[ The history of Western philosophy] Rostov on Don. 1998, pp. 456-457][Rozhkov I.Ya., Kismereshkin V.G. Brendy i imidzhi. [Brands and images] Moscow: RIP-holding, 2006, pp. 94-95][Rozhkov I.Ya., Kismereshkin V.G. Imidzh Rossii. Resursy, opyt, prioritety.[ The Image Of Russia. Resources, expertise, priorities] Moscow: RIPOL klassik, 2008, 368 p.][Timofeeva L.N. Politicheskaya kommunikativistika: problemy stanovleniya [Political communicativistics: problems of formation] Polis. 2009, no. 5, pp. 41-54][Vasilenko I.A. Imidzhevaya strategiya Rossii v kontekste mirovogo opyta [Imaginary strategy of Russia in the context of world experience], Moscow, 2013, 359 p.]