The evolution of the branding concept as a tool of the competitive advantages of the country
The article analyzes the essence of the concepts of "brand" and "branding", the genesis of the concepts "nation brand" and "nation branding". Among other things, it shows that this marketing technique was considered and is still considered in a pragmatic aspec...
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| Format: | Article |
| Language: | English |
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Institute of Modern Humanitarian Researches
2015-12-01
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| Series: | Studia Humanitatis |
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| Online Access: | http://st-hum.ru/en/node/357/ |