The search of Russian national branding idea under the logic of a multipolar global world forming

During last two years there was a raw of interrelated actions in foreign policy like the Ukrainian crisis, strengthening of confrontation between Russia and the West. The tendency to the political isolation of Russia and political fragmentation of the Slavic world has actualized the importance of national branding policy for Russia as the Slavic leader. The article is devoted to an analysis of methodological fundamentals of national brand strategy forming on the identity base. National brand consists of an identity (base), an image (visual embodiment) and a position (communicative positioning model). A communicative branding model should have a basis as a central theme, which has a significant value for the citizens and for the international actors. The search and highlight of the central idea are depending on the most competitive national competences. We think that the Russian national brand identity is defined by the key idea of the strong defensible state. Defense industry traditionally is of considerable importance for Russian society as an guarantee of national safety and one of the most innovative in the Russian industry. So it can be object field for national branding strategy forming. This strategy means an effective using of innovative instruments for the scientific technological advantage reaching and obligatory communication model working-out for the support of innovations in the defense industry. As a result branding communication may become a national unity basis and an effective state positioning. It is very important in the circumstances of global geopolitical instability and armed conflicts close to the Russian Federation state boundaries. Besides an international perception of Russia as the strong state, the Slavic world leader should help a gradual harmonization of the Ukraine political crisis, a normalization of political relations between the Slavic nations and a forming of the united Slavic core at the head of Russia for the developing of the conception of multi-polar world in contrast to unipolar one.

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