Foreign experience of using integrated marketing communications in managing of republic brand

Abstract

In this work we were considered features of application of integrated
marketing communications in the management of country brand. The authors
analyzed the international experience of creating a national brand,
the problem of creating an attractive brand and evaluation of country
branding. It was drawn up by positioning the image of the world ranking
of countries and made an analysis of the level of use of these countries
integrated communications. Branding the country will contribute to the
economic, social, cultural development of the country, most importantly
contributes to the inflow of investment, which in many countries today is
a source of livelihood, tourists, increase marketability of domestic products.
The authors found that this requires the use of integrated marketing
communications, the most advanced technology, to engage in the service
sector of local entrepreneurs, thus providing a high level of employment
and income.