Registration Number
0221U101431,
0118U000127
, R & D reports
Title
Formation of the national brand of Ukraine in the international environment
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Head
Melnychenko Svitlana V., Доктор економічних наук
Registration Date
21-01-2021
Organization
Kyiv National University of Trade and Economics
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Thecreationof a nationalbrandandtheintroductionof a positiveimageofthecountryensureitsadvancementintheworldeconomicenvironmentthroughtheformationof a modelofbrand-orientednationaleconomy. Theobjectofresearchisthebrandas a system-formingfactorinthedevelopmentofthenationaleconomy, andthesubject - theoreticalandmethodologicalprinciples, guidelinesandpracticalrecommendationsfortheformationofbrand-orientednationaleconomyofUkrainetorealizenationaleconomicinterestsandmaintaineconomicsecurity. Thepurposeofthestudyistodevelopguidelinesandpracticalrecommendationsforcreatinganeconomicbrand-orientedmodelofthecountrythroughtheformationof a brand-orientednationaleconomy.
Intheprocessofresearch: thespecificcomponentsoftheformsofbrand-orientedmodelofthenationaleconomy, thelinksbetweenthem; featuresofmanagementatnano-micro-, meso-, macro-, andmega-levelsofeconomicspaceareestablished; theconceptof "back-environment" and "front-environment" ofthecountry'sbrandisrevealed; substantiatedtheneedtocreate, promote a positiveimageofthecountryintheinternationalspaceandwithinitthroughtheconstructionof a systemofimagesthatareassociatedwiththecountry, beneficialtoit, rootedinthecollectiveconsciousnessofthecommunity; theabilityofthecountry'simagetobemonetizedandtopromoteitsintegrationintotheworldeconomicspaceisrevealed. Itisdeterminedthatthenewqualityandprocessesoftouristactivityleadtotheformationof a nationaltouristbrand, whichisbasedonthesymbolizationoftheconsumervalueoftouristresourcesanddestinations; has a characteristicimpactonsocio-economicandculturalprocesses; stimulatestheformationofitsattractivenessforpotentialtouristsandthedevelopmentofexport-orientedmodeloftourism.
TheimprovementofthecomponentsofthetouristbrandofUkraineisproposed, thelogicofthebrand-bookidea, theelementsofpositioningthenationalbrandontheinternationalmarketinordertocreateanattractiveandsafeimageofthestatearesubstantiated. Theessenceofthenationaltouristbrandisconsideredas a basicelementofdesign, positioning, promotionan
Product Description
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Bokhan Alina V.
Vartanova Olena V.
Vorobei Yuliia M.
Holovnia Yuliia I.
Diachenko Olga V.
Zabaldina Yuliia B.
Kudirko Liudmila P.
Ladychenko Kateryna I.
Mazaraki A Anatolii A.
Melnyk Tetiana M.
Melnychenko Svitlana V.
Mykhailichenko Hanna I.
Piankova Oksana V.
Purskyi Oleh I.
Syerova Lyudmyla P.
Sevruk Iryna M.
Слоква Марина H.
Studinska Galina Ya.
Faivishenko Diana S.
Khodzhaian Alina O.
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2021-01-21
