Бренд страны как двигатель экономического развития

Автор: , Рубрики: Теория

Источник: журнал«Комп&ньоН»(№24, 2006 г.)

Статья весьма познавательна, хороша с методической точки зрения: раскрыта суть, механика, ценность брендинга страны. Но есть ложка дегтя: если читать «между строк», основной посыл таков: «бизнес, дайте государству на брендинг страны денег — ведь вам это выгодно».

Автор: Василий Мирошниченко

Подготовка к публикации: Галина Страпчук

Страна, имеющая бренд, не только привлекает туристов. Ее национальный бизнес и товары получают сильную поддержку в конкурентной борьбе.

Страны становятся все более подобны корпорациям. Они, как и корпорации, вступают в борьбу за привлечение иностранных инвестиций, конкурируют за внимание мировых медиа, туристов и рынки товаров и услуг. Знаменитый американский политолог и теоретик международных отношений Кеннет Уолц, объясняя теорию неореализма, еще в конце 1970-х сравнил поведение государств на международной арене с поведением компаний. Он считал, что государства должны осуществлять свою внешнюю политику исходя из позиции силы и собственных интересов, преследуя таким образом цель получения максимальной экономической выгоды. Недаром понятие конкурентоспособности, прежде используемое только в бизнесе, на определенном этапе проникло в дискурс политических и академических кругов США, Европы и Японии и вот уже долгое время доминирует в речах лидеров этих государств.

Брендинг, традиционно рассматриваемый как один из наиболее важных элементов маркетинга, попал в лексикон государственных органов относительно недавно. Исследования проникновения этого термина в политическую сферу были начаты в конце 1990-х гг. У их истоков стояли два знаменитых британских эксперта в сфере брендинга — Вэли Олинс и Саймон Анхольт. За это время накопился значительный опыт, который в обобщенном виде можно рассматривать как теорию брендинга государств.

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