IMAGE AND NATION BRAND FORMATION AS TOURISM DEVELOPMENT FACTOR IN KAZAKHSTAN

The role of marketing in shaping the image and creating a national brand of the country as a factor in the development of tourism in Kazakhstan. This article discusses the marketing approach to image formation, creation and promotion of a brand of Kazakhstan as a national idea. The theoretical substantiation of necessity for using marketing tools is given as a form of the country's image for developing tourism and territory. The authors, recognizing the importance of a single national brand of the country, at the same time warned that the creation and promotion it must be seen as a long process, as opposed to those opinions. Interesting and worthy of attention, those who are directly responsible for the formation of the image, creating and promoting the country's brand, is the example of Germany in solving this problem, which is used in preparation for the World Cup in 2006. This approach is possible, according to the authors, in preparation for the Expo-2017 and Universiade-2017 and proposals are given to apply similar marketing tools to enhance the image of Kazakhstan.