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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Main Author:	Tereshchuk Maryna Ihorivna
Format:	Article
Language:	English
Published:	Institute of Modern Humanitarian Researches 2015-12-01
Series:	Studia Humanitatis
Subjects:	brand branding nation brand nation branding competitive advantages
Online Access:	http://st-hum.ru/en/node/357/

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spelling	doaj-87923cdb35674fcc9fc67e89a12dc6862020-11-24T21:25:50ZengInstitute of Modern Humanitarian ResearchesStudia Humanitatis2308-80792015-12-014The evolution of the branding concept as a tool of the competitive advantages of the countryTereshchuk Maryna Ihorivna0"KROK" University (Kyiv, Ukraine)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 aspect as a mean of ensuring the country's competitive advantages in the global arena.http://st-hum.ru/en/node/357/brandbrandingnation brandnation brandingcompetitive advantages
collection	DOAJ
language	English
format	Article
sources	DOAJ
author	Tereshchuk Maryna Ihorivna
spellingShingle	Tereshchuk Maryna Ihorivna The evolution of the branding concept as a tool of the competitive advantages of the country Studia Humanitatis brand branding nation brand nation branding competitive advantages
author_facet	Tereshchuk Maryna Ihorivna
author_sort	Tereshchuk Maryna Ihorivna
title	The evolution of the branding concept as a tool of the competitive advantages of the country
title_short	The evolution of the branding concept as a tool of the competitive advantages of the country
title_full	The evolution of the branding concept as a tool of the competitive advantages of the country
title_fullStr	The evolution of the branding concept as a tool of the competitive advantages of the country
title_full_unstemmed	The evolution of the branding concept as a tool of the competitive advantages of the country
title_sort	evolution of the branding concept as a tool of the competitive advantages of the country
publisher	Institute of Modern Humanitarian Researches
series	Studia Humanitatis
issn	2308-8079
publishDate	2015-12-01
description	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 aspect as a mean of ensuring the country's competitive advantages in the global arena.
topic	brand branding nation brand nation branding competitive advantages
url	http://st-hum.ru/en/node/357/
work_keys_str_mv	AT tereshchukmarynaihorivna theevolutionofthebrandingconceptasatoolofthecompetitiveadvantagesofthecountry AT tereshchukmarynaihorivna evolutionofthebrandingconceptasatoolofthecompetitiveadvantagesofthecountry
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The evolution of the branding concept as a tool of the competitive advantages of the country

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