The ways to improve the efficiency of the use of integrated marketing communications for the formation of a national brand of Kazakhstan

Abstract

The concepts of methods of forming and use of the brand communication
tools has importance not only in large companies and organizations,
but also in the general structures of country brand. Branding of the country
- a strategic decision that requires national zeal and thorough investigation,
since the state of the brand depends on the general condition of
the people, its economy, financial and tourist attraction, the state and the
country’s competitiveness. Therefore, in this article are provided especially
for tools of integrated marketing communications for the formation of the
country brand of Kazakhstan. The article includes the history and concept
of country brand. Analyzing the importance of building a country brand,
suggested building a national brand, which consists of the attributes of
the Republic of Kazakhstan. There are missions and especially the use of
integrated marketing communication. And in particular the use listed intergrirovan
marketing communication for the formation of the Country Brand
Republic of Kazakhstan.