The Strategy of the Russian National Brand Formation in the Aspect of the Innovation Potential of the Defense Industry Complex of the Russian Federation

The article is devoted to the study of the conceptual and technological foundations of the development of a national branding strategy based on the innovative competencies of the defense industry complex. It has been determined that the strategy of national branding in the domestic policy is correlated with the task of increasing public confidence in the institutions of government and reducing transaction costs in the process of political management. It is noted that in the foreign policy aspect, the design of the national branding strategy in the context of the rapidly changing global world order is connected with the need to respond to the global challenges Russia is facing in the modern world. It is revealed that effective national branding includes significant competitive competences of the state through the development of key sectors of national industry, culture, art, education. Innovations in the composition of the Russian economy and politics contributes to the fullness of the national brand. The implementation of the innovation policy by innovative enterprises and universities as key subjects of national branding and the diffusion of innovations in the social and political spheres contribute to the formation of the national brand. The article shows that the innovation activity of the military-industrial complex can be a subject field in the design of the national branding strategy. Innovative enterprises, universities and research institutions of the military-industrial complex, assuming their effective activity and its communicative representation, form territorial brands. The "innovation belts", which are formed with the participation of innovative subjects of the defense industry ensuring the security of the state, promote territorial and national branding. The communication strategy is aimed at supporting the innovation policy in the military-industrial complex and its representation in relation to target groups. It is concluded that, ultimately, effective national branding is aimed at strengthening the global competitiveness of the state, its international political influence and domestic political stability.

Keywords

Authors

References