Comparative Analysis of National Branding Strategies for Germany and Russia in the Context of Improving the Quality of Life of the Population

This article analyzes strategies for the formation and promotion of the national brand of Germany and Russia. The key branding campaigns of the two states were studied, which, in turn, allowed identifying the strengths and weaknesses of the national brands in these countries. Based on the comparison, the features of the formation of the international images of Germany and Russia were determined. The relevance of this article is in increasing the role of soft power tools in the development of information technology and a multipolar world. The aim of the study is to examine the features of the formation of the international image of the state using the concept of national branding. The methodological basis of the study was comparative analysis, systemic analysis, problem-chronological and structural-functional methods, case studies. The empirical basis of the article is official sources containing information on campaigns of national branding of states, as well as various analytical materials, including ratings, indexes, statistical observations and publications of leading domestic and foreign researchers of national branding. The analysis of key branding campaigns made it possible to identify the strengths and weaknesses of the national brands of Germany and Russia, and thus discover a number of patterns in the successful and effective promotion of the national brand of the state: 1) when forming the national brand of the country, it is necessary to emphasize the most promising competitive identities, including in the field of industry; 2) the concept of national branding identifies the most exclusive export brands of the state; 3) the most successful branding campaigns to form and promote the country's national brand are timed to coincide with mass international sports events. The national branding strategy is a special tool for the international positioning of states, which can ensure the recognition and fame of the country's national brand, strengthen the global subjectivity of the state on the world stage, ensure the expansion of international political and economic cooperation, attract investment, improve socioeconomic indicators, which in the future can significantly improve the quality of life of the country's population.

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