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National Branding Of Kazakhstan: Between Official Image And Real Perception

Student: Vlada Purtova

Supervisor: Vera Ageeva

Faculty: Saint-Petersburg School of Social Sciences and Area Studies

Educational Programme: Political Science and World Politics (Bachelor)

Year of Graduation: 2021

The thesis presents the research on nation branding of Kazakhstan. “The heart of Eurasia”, the most multinational country in the world, or the vast developing touristic state – the image of Kazakhstan consists of various different brands. The goal of the research is to define Kazakhstan’s branding strategies, describe the constructed image and compare it with the one perceived by Russia, one of the main economic partners of the studied country, and the United States of America, which are targeted to increase the cooperation with. Since the twentieth century, the nation branding has become an important factor in the international arena. Therefore, the research of the successfulness of the Kazakhstan branding can contribute a lot to the scientific community exploring brandings in other countries. The methodology of the thesis consists of the content analysis of the politicians’ speeches of the studied countries. The chronological period of research (since 2012 till 2020) was chosen due to the fact that in 2012 Kazakhstan started a national strategy on global branding.

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