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Переосмысление подходов к измерению национального бренда: как компаниям использовать результаты оценки
Маркетинг и маркетинговые исследования. 2023. № 3. С. 180–196.
Kusraeva O., Старов С. А.
The article describes the factors of nation brand strength evaluation. Because of the analysis of the main evaluation scales, the limitations of existing approaches are formulated and the key factors of nation brand evaluation are identified. The authors have developed a set of eight factors to evaluate the nation brand strength; it is proved that a combined scale reflecting the opinions of various stakeholders is necessary for correct evaluation of the nation brand strength.
Rodkin P. E., Вестник культурологии 2026 № 1(116 С. 9–26
Representation of the city in the socio-cultural space receives different manifestations and forms of expression in fine arts, architecture, media, etc. As one of the actual directions of reflection and fixation of the image of the city its brand is conceptualized. Visual brand identity of the city performs the functions of representation and forms its own socio-cultural “layer”, which complements and ...
Added: March 31, 2026
Afanasyeva O. V., Серегин Г. Е., Erofeeva Y., Труды по интеллектуальной собственности 2025 Т. 53 № 2 С. 67–77
The article examines the features of promoting betting companies related to socially risky categories of services. Currently, there is a widespread practice of using individualization tools of bookmakers in the official names of sports events, teams, and facilities. The authors identify analyze current advertising legislation and emerging law enforcement practices in terms of risk-based games ...
Added: October 30, 2025
Marchukov A., Юров С. С., Cказочкина П. А., Бизнес и дизайн ревю 2023 № 2(30) С. 104–111
Данная статья посвящена практике применения кинематографа во внешнеполитической деятельности. Опираясь на историко-типологический метод при анализе исторического опыта СССР, США, Германии в сфере публичной дипломатии и пропаганды, авторы выделяют четыре основных подхода к использованию кинематографа в политических целях. Первый из них предполагает обращение к кинопродукции как инструменту повышения узнаваемости национального бренда; второй подход – ориентирован на создание положительного образа страны за ...
Added: February 5, 2025
Pozhidaeva E. V., Karamalak O., Вестник Новосибирского государственного университета. Серия: Лингвистика и межкультурная коммуникация 2024 Vol. 22 No. 3 P. 152–164
In spite of the growing attention to brand research in recent years, few studies have sought to investigate a brand identity and its web-representation to better understand how it communicates its dispositional characteristics and how it is perceived by customers.
The authors generate new insights and research propositions in a case study of the Russian women's ...
Added: October 29, 2024
Marchukov A., Practices & Interpretations: A Journal of Philology, Teaching and Cultural Studies 2016 No. 2 P. 41–54
The paper focuses on German and Japanese efforts to form a positive national image abroad in the field of cultural diplomacy. Cultural diplomacy of both countries is characterized by: the lack of a centralized organizational structure; the emphasis on intercultural dialogue encouragement and deepening of mutual understanding between nations; the active role of international broadcasters; and the use ...
Added: September 14, 2023
Marchukov A., Практики & Интерпретации: журнал филологических, образовательных и культурных исследований 2017 № 3 С. 204–211
Статья посвящена новым исследованиям на пересечении celebrity studies и cultural diplomacy –
“celebrity diplomacy” как направлению публичной дипломатии, которое представляет собой активную деятельность знаменитостей на международной арене в интересах отдельных акторов мировой политики. С точки зрения автора, «дипломатия знаменитостей» преследует достижение трех основных целей: продвижение определенных политических идей, распространение культурных ценностей среди населения зарубежных стран и ...
Added: September 14, 2023
Marchukov A., , in: Memory, Identity, and Nationalism in European Regions.: Hershey: IGI Global, 2019.
The chapter is devoted to the history of public diplomacy development in Slovakia after independence. The process is seen non-linear and can be divided into two stages. The first stage covers a period since joining Slovakia the EU, and public diplomacy is characterized by using traditional methods of cultural diplomacy, advocacy, international broadcasting. At this ...
Added: September 14, 2023
Marchukov A., Вестник Московского университета. Серия 25: Международные отношения и мировая политика 2020 № 4 С. 201–227
Публичная дипломатия часто рассматривается в академической литературе как специфическое средство внешней политики, как будто специально созданное для малых государств, позволяющее им компенсировать недостаток военных и экономических возможностей. При этом парадоксальным образом в той же академической литературе основное внимание при изучении проблематики публичной дипломатии оказывается сосредоточено на соответствующей деятельности ведущих акторов мировой политики. Однако рассмотрение публичной дипломатии малых стран действительно может помочь приблизиться к пониманию возможностей ...
Added: September 14, 2023
Marchukov A., Вестник Московского университета. Серия 25: Международные отношения и мировая политика 2021 № 4 С. 162–181
Цифровая дипломатия открывает перед государствами новые возможности по формированию благоприятного имиджа на международной арене, донесению своей точки зрения на актуальные проблемы, по реализации долгосрочных внешнеполитических стратегий. В то же время она ставит и совершенно новые проблемы. Главная из них — установление доверительного и конструктивного диалога с аудиторией в виртуальном
пространстве. Развитие такого диалога в рамках цифровой дипломатии является одним из ...
Added: September 11, 2023
Kusraeva O., Vestnik of Saint Petersburg University. Management 2023 Vol. 22 No. 2 P. 249–266
Globalisation and digitalisation blur the borders between countries and they lose their uniqueness. Relations between countries are becoming close; however, national priorities and ideas of each country are becoming less clear. Nation branding helps to bridge the gap between how a state positions itself and how it is actually perceived. Digital communication tools provide benefits ...
Added: June 29, 2023
Kusraeva O., Российский журнал менеджмента 2021 Т. 19 № 4 С. 614–631
The article presents the author’s position on the nation brand integration in the activities of companies functioning in the country . The main approaches to the definition of nation branding are analyzed . Primary opportunities created by the nation brand for business are revealed in the context of different dominant ideas, including territorial branding, economic ...
Added: April 18, 2023
Rodkin P. E., Декоративное искусство и предметно-пространственная среда. Вестник РГХПУ 2021 Т. 2 № 4 С. 20–29
The article analyzes the conceptual model of the territorial brand, which is a model of the national brand and competitive identity, the so-called S. Anholt hexagon. This model can be scaled and used as a methodological tool for developing a territorial brand identification system. ...
Added: December 16, 2021
Rozhkov K. L., , in: Nation Branding in Europe.: Routledge, 2022. Ch. 7 P. 44–52.
Since 2014, Russia has been actively searching for internal sources of economic growth to replace the external ones that have been lost because of sanctions and countersanctions. As a result, goals and mechanisms of nation branding are changing. The article examines seven key components of the image of Russia. The author concludes that (1) these ...
Added: October 24, 2021
Alaux C., Allan M., Andersson M. et al., Routledge, 2022.
This book provides an explanation of nation branding theory and practice within the European context, exploring how countries build and manage their reputations globally.
Each chapter focuses on a specific European country, selected from a cross section of large, medium-sized and small countries to provide a breadth of cases from across the continent. The chapters are ...
Added: October 24, 2021
Национальный бренд и конкурентоспособность компаний: альтернативный подход к национальному брендингу
Kusraeva O., Вестник Санкт-Петербургского университета. Серия 8. Менеджмент 2021 Т. 20 № 1 С. 30–57
The purpose of this study is to identify factors by which the nation brand builds a competitive advantage for various activities implemented in the country and to develop an alternative approach to nation branding, which allows to increase the competitiveness of companies operating in the country. The analysis of the previous research reveals that the ...
Added: June 20, 2021
Kusraeva O., Rebiazina V., Старов С. А., Вестник Санкт-Петербургского университета. Серия 8. Менеджмент 2020 Т. 19 № 1 С. 3–33
Th e paper deals with the analysis of the existing approaches to brand orientation operationalization. Th is research aims to develop and test on empirical data the scale for refl ecting the level of brand orientation development in Russian companies. For this purpose, a mixed empirical study was conducted, consisting of the sequential use of ...
Added: May 20, 2020
Rodkin P. E., Декоративное искусство и предметно-пространственная среда. Вестник РГХПУ 2019 Т. 2 № 4 С. 263–272
The work is devoted to the study of the main compositional, constructive and plastic techniques used in modern typeface brand identification of territories. The article deals with typology of font identity and its structural analysis in the context of the problem of empirical measurability of a work of art. ...
Added: December 23, 2019