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BUSINESS INFORM №10-2015

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74

Section: Management and Marketing
UDC 339.9
Polishko G. H.
International Rankings for National Brands (p. 457 - 462)

The article is aimed at a theoretical substantiation and an analysis of major international ratings for national brands. As a methodological basis for the study was used the works by leading Ukrainian and foreign scientists, as well as information and analytical materials of the international rating agencies. To achieve the formulated goal, methods of scientific abstraction, comparative and structural analysis and synthesis, and systematic approach were used. Methods and evaluation components of the country brands in the international rankings have been considered, a comparative analysis of the views of researchers on the definitions of «brand» and «branding of country» was conducted. The criteria for measurement of national brand have been examined. The contemporary methodologies for evaluating the brands of countries have been systematized. Generalizing different approaches to evaluation of national brands, the main components of a successful brand in the country has been determined as: business (export and investment), State government, quality of life, people, culture, tourism. Prospect of further research in this area will be an analysis of Ukraine's place in the international rankings of national brand. The results obtained can be applied in practice as the theoretical basis for deepening of the research issues of international ratings of national brands by enterprises and organizations of all forms of ownership, by researchers and students of economic faculties.
Keywords: national brand, international ratings, index of country brand, branding
Fig.: 1. Tabl.: 3. Bibl.: 11.

Polishko Ganna H. – Lecturer, Department of the International Economy and Global Finance
Email: [email protected]

Article is written in Ukrainian
Downloads/views: 57

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Reference to this article:
Polishko, Ganna H. (2015) “International Rankings for National Brands.” Business Inform 10:457–462.


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