Open AccessThe Search of Russian National Branding Idea Under the Logic of Formation of a Multipolar Global World
Author(s) -
Elena Danilova,
Данилова Елена Александровна
Publication year - 2016
Publication title -
vestnik rossijskogo universiteta družby narodov. seriâ politologiâ
Language(s) - English
Resource type - Journals
eISSN - 2313-1446
pISSN - 2313-1438
DOI - 10.22363/2313-1438-2016-2-61-69
Subject(s) - field (mathematics) , theme (computing) , object (grammar) , value (mathematics) , political science , state (computer science) , national identity , identity (music) , corporate branding , nation branding , public relations , brand management , sociology , business , advertising , computer science , law , aesthetics , mathematics , artificial intelligence , philosophy , algorithm , machine learning , politics , pure mathematics , operating system
The article is devoted to the analysis of methodological fundamentals of national brand strategy forming on the identity base. A communicative branding model should have a basis as a central theme, which has a significant value for the citizens and for the international actors. The author states that the Russian national brand identity is defined by the key idea of the strong defensible state. Therefore, defense industry can be object field for national branding strategy forming. As a result branding communication may become a national unity basis and an effective state positioning.