NATIONAL BRANDING WITHIN MEGA-EVENTS AS THE WAY TO STRENGTH EN THE ECONOMIC COMPETITIVENESS

The article is dedicated to grounding concept of the country's competitiveness enhancement within the mega-events by means of branding. S. Anholt’s approaches to national branding are analyzed. The correlation between the value of the national brand and the national competitiveness in travel and tourism is identified. The ways to promote the national brand within mega-events are developed.