A CULTURAL COMPONENT IN THE FORMATION OF THE COUNTRY'S BRAND

Abstract

The purpose of the article is to justify the need to take into account culture, its values and historical heritage in the creation and positioning of the country's brand, which, in turn, serves as a basis for reorienting research into the nation's brand in a socio-cultural direction.
Research methodology. The research is based on a general scientific interdisciplinary methodology, which is based on the fundamental provisions of cultural studies, sociology, imageology, management and other sciences. The work used general scientific research methods (analysis and synthesis, induction and deduction, identification, generalization, etc.) and principles of knowledge (reliability, impartiality, etc.).
The scientific novelty of substantiating the need to reorient research on the brand of the country in the direction of sociocultural methodology with an emphasis on the role in branding of national culture, its historical heritage, traditions and values.
Conclusions.Since the formation of a national brand takes place within a certain society, and its culture permeates all spheres of social and individual-personal life, its configuration is largely determined by all the complex specifics of the relevant socio-cultural system and communicative relations that have formed within it. Therefore, branding methods with emphasis on the cultural component should be actively used by all states in order to «brighten» the country's image and role on the world stage in order to form a recognizable national brand. This will significantly expand not only the limits of scientific research and the argumentation of conclusions about the characteristics, functions, meaning, etc of the national brand, but will also serve as a valuable practical tool and mechanism for the formation of tactics and implementation of the nation's branding strategy.