QUESTIONS OF DESIGNING A NATIONAL BRAND

Abstract

In article objectifies the relevance of constructing a national brand, which is associated with increasing competition between countries in the world market due to the phenomenon of globalization.It is argued that international ratings of countries implemented by authoritative international organizations in various areas affect the image of countries and perception of their national brand by target audiences. It is proved that the constructed brand for Russia should be based on real achievements for effect in the long term, focus on the real development of the domestic market and domestic audience, combining this activity with marketing efforts to represent the national brand in foreign market.