The evolution of the branding concept as a tool of the competitive advantages of the country
Journal Title: UNKNOWN - Year 2015, Vol 4, Issue
Abstract
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.
Authors and Affiliations
Maryna Ihorivna Tereshchuk
Keywords
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- EP ID EP208491
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