Formation of the national brand of Russia in the context of compliance of its structural elements with the socio-economic development strategy of the country

The authors see the relevance of the research topic in the following: geopolitical events have led to the fact that in the eyes of the world community, Russia's national brand has lost its stability, the country's image has significantly decreased, and the attitude towards Russians from the same ordinary citizens of some countries has worsened. Research shows that all this is predetermined by the high level of subjectivity of the information that people around the world receive regarding Russia's actions and motives in recent years. Therefore, the tasks of improving Russia's media communication policy on the territory of other states, positioning the socio-economic vectors of the country's development through the prism of national branding come to the fore. In this regard, the authors have set and solved the following tasks: 1) identify the structure and content of the national brand of Russia; 2) determine the elemental composition of the mechanism for the formation and promotion of the national brand in the changing geopolitical reality.

The results of the study are that: 1) the structure of the national brand has been identified, which is multidimensional and multicomponent, but its key element is the media culture of Russian and Western media, other media that broadcast a consistent image of Russia and form public opinion regarding the key elements of the national brand, which makes it possible to position the country on the world stage, demonstrate political, economic and image advantages; 2) the elemental composition of the mechanism for the formation of the national brand of Russia has been determined, which includes: a number of indicators – cultural, social, political, conjunctural and economic, values of patriotism, trust in government and its legitimacy, social capital, communicative capital, semantic integrity, which allows launching state programs aimed at ensuring the operation of the mechanism and creating prerequisites sustainability and global positioning of the national brand of Russia. Thus, it seems possible to state that a national brand is not only a semantic reflection of the national code and identity, but also the basis for representing the socio-economic priorities and directions of the country's strategic development in the geopolitical space.

1. Anholt S. Beyond the nation brand: The role of image and identity in international relations. The Journal of Public Diplomacy. 2013;2 (1): 6-12.

2. Dinnie K. Nation Branding. Concepts, Issues, Practice. Oxford: Butterworth-Heinemann. 2008.

3. Picazo P., Moreno-Gil S. Analysis of the projected image of tourism destinations on photo-graphs: A literature review to prepare for the future. Journal of Vacation Marketing. 2019;25(1):3–24.

4. Kaganovich A. A. Essential characteristics and components of the national brand: positioning of the modern Russian brand in global competition. The Bulletin of RUDN. Series: Political Science. 2018;(2):288–(In Russ.)

5. Chusraeva O. A. National brand and companies' competitiveness: an alternative approach to the national branding. The Bulletin of the Saint Petersburg University. Management. 2021;20(1):30–57. (In Russ.)

6. Glinskaya I. Y. Territorial branding – the mechanism of forming a brand of Russia. Bulletin of the Bashkir Institute of Social Technologies. 2013;4(20). (In Russ.)

7. Tukarkina O. M. The role of national brand in the formation of foreign policy of the modern Russia. Vlast'. 2011;(12):111–114. (In Russ.)

8. Solovyeva-Balayan D. I. The problem of theoretical research and practical application of the concept of national branding in the Russian Federation. The Bulletin of PAGS. 2022;(2):106–119. (In Russ.)