Бренд країни як нова форма міжнародної комунікації

Abstract

The modern international relations can be characterized as a process of the survival in the informational space that dictates us new models of the rivalry between different countries all over the world. Any participant of this process (either it is a government, a political party or some individuals) can cause some certain emotions and particular associations in the public by his or her actions. On a global level it is reflected on the valuations of the world public to each country. As a result, the attraction of the country to investors, tourists and political allies totally depends on this. The main factor of the political success and the competitive advantage of the country is its national brand. Today those countries are successful, which try to realize the idea of the national brand and put a brand of the country into the backgrounds of the strategy of their national safety. Nowadays this problem is also related to the Ukraine, when we are talking about coming events (such as Euro-2012). That is another reason why it is so important to do everything we can, so that Ukraine could look worthy in the eyes of its partners and competitors. These problems are examined in the following article.