До проблеми визначення національного бренду та його зв'язок з культурою

Abstract

У статті на фактологічному науковому матеріалі розглянуто сутність понять бренд та брендинг, проаналізовано теоретичну рефлексію їхнього походження та становлення. Здійснена спроба виявити роль, місце та процеси впливу культури на формування національного бренду України.

В статье на фактологическом научном материале рассмотрено суть понятий бренд и брендинг, проанализировано теоретическую рефлексию их происхождения и становления. Осуществлена попытка выявить роль, место и процессы влияния культуры на формирование национального бренда Украины.

The present article considers the essence of complex and interdisciplinary concepts of brand and branding on the basis of the factual scientific material and analyses the theoretical reflection of their origin, formation and classification. The author determines the core elements of a nation brand as an important concept, which provides the crucial competitive advantage for countries in an increasingly globalised world and states that all responsible governments, on behalf of their people, their institutions, and their companies, need to measure and monitor the world’s perception of their nation and to develop a strategy for managing it. It is a key part of their job to try to earn a reputation that is fair; true; powerful; attractive; genuinely useful to their economic, political, and social aims; and honestly reflective of the spirit, the genius, and the will of the people. It is carried out an attempt to reveal the role, place and processes of the influence of culture on the Ukrainian nation brand forming. It is found out that brand and culture are interconnected, every territory has its own unique culture and a brand being a part of particular place culture, transmits it. In spite of incessant process of globalization culture remains unique for each community, geographical area that gives every country an opportunity to stand out.