The evolution of the branding concept as a tool of the competitive advantages of the countryJournal: Studia Humanitatis (Vol.2015, No. 4)
Publication Date: 2016-01-25
Authors : Tereshchuk M.I.;
Page : 6-6
Keywords : brand; branding; nation brand; nation branding; competitive advantages;
The article analyzes the essence of the concepts of "brand" and "branding", the genesis of the concepts "nation brand" and "nation branding". Among other things, it shows that this marketing technique was considered and is still considered in a pragmatic aspect as a mean of ensuring the country's competitive advantages in the global arena.
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