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KHARKIV NATIONAL ECONOMIC UNIVERSITY, UKRAINE

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BUSINESS INFORM №9-2015

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59

Section: Management and Marketing
UDC 338.1
Melnykova O. A.
National Branding as a Factor of the Socio-Economic Development of Ukraine (p. 370 - 374)

The article is aimed to determine the essence and importance of the national brand and national branding, to elaborate guidelines for development of this marketing concept in Ukraine. Attention is focused on two main approaches to the definition of national brand – as national product brand and as country's national brand, with direct emphasis on the country's branding. The main objectives of the country's national brand have been outlined, among which the major ones: improvement of the internal and external image of the country, attracting investors, tourism development, growth and stability of the national economy, enhance of competitiveness of the domestic products in the international market, development of international cooperation, etc. The main problem in the external image of Ukraine have been allocated, which may be solved by means of targeted branding. The study provided for highlighting the basic guidelines for development of Ukraine as a brand, together with key areas of marketing communications policy to advance the national brand.
Keywords: country's national brand, national product brand, national branding
Fig.: 1. Tabl.: 1. Bibl.: 8.

Melnykova Oleksandra A. – Candidate of Sciences (Economics), Associate Professor, Department of Tourism, Hotel and Restaurant Business, Luhansk Taras Shevchenko National University (1 Hoholia Square, Starobilsk, Luhansk region, 92703, Ukraine)
Email: [email protected]

Article is written in Ukrainan
Downloads/views: 232

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Reference to this article:
Melnykova, Oleksandra A. (2015) “National Branding as a Factor of the Socio-Economic Development of Ukraine.” Business Inform 9:370–374.


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