STATE POLICY OF FORMATION AND PROMOTION OF THE COUNTRY’S BRAND: WORLD AND DOMESTIC EXPERIENCE

Abstract

The article examines the world and domestic experience of state policy in the formation and promotion of the country's brand. It was noted that the need to have their own and unique image for the states of the world, as well as for any company entering the international level, has arisen very urgently. In the end, states and territories also offer foreign companies and foreign citizens a certain product, namely, themselves as a center of tourism, an acceptable place for doing business or investing funds, a supplier of quality goods, and the like. To attract money from abroad, a country must have a unique, original, recognizable, positive – everything that forms the concept of a brand. A number of countries and territories have already created such brands and now, according to all the rules, conduct marketing campaigns to promote them both among their citizens and abroad. The main functions are highlighted, in particular, trade and economic missions that influence the formation of a national brand. As a result of the study, the author comes to the conclusion that national branding in Ukraine is still at the initial stage, unacceptable for a country that intends to take a place in the cohort of 20 leading countries of the world. The deterioration of the Ukrainian investment climate, the weakness of Ukraine's image in the world with a significant potential of its opportunities, public passivity and apathy of its citizens should encourage the reproduction of the main symbols of Ukraine and their promotion in the world as a brand of the country.