FORMATION OF STATE IMAGE: MANAGEMENT AND MARKETING ASPECTS (ANALYSIS OF WORLD RANKINGS)

Strong sovereign image of the country contributes to economic growth. The image is formed as a result of political decisions of the country and political stability aimed at economic growth, welfare of the population, high quality of life, and therefore a positive outlook. The state should develop a strategy for forming a national brand for long-term positive perception, which includes the following components: power, society, economy, culture. The purpose of the study is to identify key factors in shaping a country's image through comparative analysis of a national brand across the world rankings of developed and developing countries. To achieve this goal, country development indicators and indices were analyzed. Many factors have been found to exert a moderate influence on the country's image. Political instability and political decisions instantly affect the image of the country, reducing brand value.