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National Branding as a Tool for Managing the Country's Reputation

Student: Fyodor Fetisov

Supervisor: Lyubov A. Tsyganova

Faculty: School of Integrated Communications

Educational Programme: Specialist

Year of Graduation: 2014

Abstarct. The graduation paper deals with the concept of nation branding as a fundamental tool for formation the country image. It shows the main theoretical aspects of nation branding and its role in the reputational strategy of a country. The case study of real nation brands displays flexibility and effectiveness of the tool. The research also includes quantitative and qualitative analysis of the image of Russia in U.S. print periodicals and an expert interview. The results of the research display that a nation identity is a core of any nation brand, it creates a competitive advantage of a county at the international scene.

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