Full Article: PDF
Scientific Object Identifier: http://s-o-i.org/1.1/TAS-04-96-11
DOI: https://dx.doi.org/10.15863/TAS.2021.04.96.11
Language: English
Citation: Farhodov, S. (2021). Best practices and soft Power tools Country branding and its reflection in the global soft power rankings. ISJ Theoretical & Applied Science, 04 (96), 48-51. Soi: http://s-o-i.org/1.1/TAS-04-96-11 Doi: https://dx.doi.org/10.15863/TAS.2021.04.96.11 |
Pages: 48-51
Published: 30.04.2021
Abstract: The purpose of this article is to highlight the current problems of marketing the potential of "soft power".The authors consider the issues of national brand management by comparing the most advanced foreign and domestic models. The article reveals the factors of image formation, as well as methods for evaluating the effectiveness of branding in individual countries. The paper also reflects on the current situation regarding the Russian brand and discusses the possibility of applying the experience of foreign countries in managing information flows in Russia. The article contains arguments in favor of the need for the formation of the Russian brand and the corresponding brand management system. The authors also concluded that none of the indices is able to fully assess such a complex phenomenon as a country's brand. The assessment of the image positioning of countries in the world cultural and humanitarian space is considered on the example of the most authoritative rating models and soft power rating indices. The authors describe the methodology of forming each of the ratings, analyze their strengths and weaknesses. Based on the assessment of the five most significant and regularly updated soft power assessment indices, an index of existing ratings of the image positioning of countries in the world cultural and humanitarian space-the "rating of ratings" – has been created. Based on the developed rating, the most developed soft power rating index was selected. The article also concludes that it is appropriate to develop a Russian rating system based on a scientifically based and open methodology that takes into account the Russian characteristics of the domestic potential of "soft power".
Key words: soft power potential, national brand, branding model, image formation factors, brand management, image positioning, rating, soft power index, verifiable indicators.
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