On the role of the state management in the national branding strategy forming

The article is devoted to an analysis of the state management role in a national brand strategy forming. 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. In the article is viewed that the Russian national brand identity is defined by the key idea of the strong defensible state. Therefore, defense industry can be object field for national branding strategy forming. As a result branding communication may become a national unity basis and an effective state positioning. National branding strategy should be include in the internal and external political conjecture. The military-political crisis in Ukraine, participation of Russia in the military operations in Syria and an increased international terrorism threat actualize political values of national safety. Consequently the theme of the state defense ability could become the national brand identity. So the state as a key actor of the national branding strategy should act system-oriented and elaborately. There is a lot of innovation instruments for the support of innovation actors in defense industry: technological platforms, innovation territorial clusters, federal target programs, state funds etc. The optimal set of these instruments provide innovation potential of the actors in defense industry. So the system of supporting defense enterprises and universities is constructed. Innovation defense enterprises and universities using the innovation instruments form innovation territory potential, territory brands. Innovation belts formed with participation of the defense industry innovation subjects providing for the state safety promote a territorial and national branding. So the sum of territory brands form the national brand of the strong state. Communication representation of defense innovators collaboration and its results provides a sense filling of the national branding strategy. Communication branding policy is directed to the innovation policy support in the defense industry and its representation to the target groups. As a result an effective national branding of Russia brings the global competitiveness and international state influence strengthening.

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