THE NATIONAL BRAND AS A COMPETITIVE ADVANTAGE IN GLOBAL MARKET

The article analyzes the correlation of corporate and national branding on the basis of which the essence of the national brand and its interrelated categories are determined: the vision of the country, the image of the country, reputation, reputation capital with a characteristic of their content and functional purpose in economic science and practice. The conclusion is drawn about the leading role of the national brand in the success of the country's position on the world stage and in the formation of advantages in global competition.