title: Nation brand and competitiveness of companies: Alternative approach to nation branding
metadata.name: dc.contributor.author
metadata.value: Kusraeva, Olga A.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2021-08-24T21:04:25Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2021-08-24T21:04:25Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2021-03
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Kusraeva O. A. 2021. Nation brand and competitiveness of companies: Alternative approach to nation branding. Vestnik of Saint Petersburg University. Management 20 (1): 30–57.
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: https://doi.org/10.21638/11701/spbu08.2021.102
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/32913
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: The purpose of this study is to identify factors by which the nation brand builds a competitive advantage
  for various activities implemented in the country and to develop an alternative approach
  to nation branding, which allows to increase the competitiveness of companies operating in the
  country. The analysis of the previous research reveals that the nation brand image is formed by
  nation branding, which is aimed to communicate the nation brand identity. It is also determined
  that during the implementation of nation branding, three types of gaps can take place between
  nation brand image and identity and prevent the formation of competitive advantages. The research
  intended to identify the factors that form competitive advantages through the nation
  branding was performed in two steps: first, the analysis of the main approaches to nation branding
  on what forms a competitive advantage and then the identification of the factors based on
  the analysis of the functions and goals of nation branding. In addition to political, socio-cultural,
  and geographical factors, the research reveals the following factors: communication, uniqueness,
  relevance, management, and brand unity. With consideration to identified factors and the information
  about gaps, there was developed an alternative approach to nation branding with the goal
  to enhance the competitiveness of companies operating in the country. 11 characteristics underlying
  the alternative approach were defined. The significant role of the national priorities of the
  country in the formation of the nation brand is emphasized. In the framework of an alternative
  approach, nation brand education is marked as a key task of nation branding. The team which is
  responsible for nation branding will trains representatives of different fields of the state activities
  how to use the nation brand in order to enhance competitiveness.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: ru
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Vestnik of St Petersburg University. Management;Volume 20; Issue 1
metadata.lang: -
metadata.name: dc.subject
metadata.value: nation brand
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: nation branding
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: competitive advantage
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: competitiveness factors
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: nation brand image
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: nation brand identity
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Nation brand and competitiveness of companies: Alternative approach to nation branding
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 30-57.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/32913/1/30-57.pdf
resources.format: Adobe PDF
resources.size: 810,54 kB