Glazunova O. International Brand Promotion Strategy Оf A Country Under Globalization.

The thesis is devoted to the improvement of theoretical approaches and development of practical recommendations for developing and implementing international brand promotion strategy of a country to enhance its investment attractiveness and equal entry into the system of global economic relations. The thesis analyzes the existing theoretical concepts of country's brand, determines which of them define a methodology for the practical implementation of brand strategy of the state, which are the brand concept and PR-concept. The author's vision of the structure of the international brand of a country is given; instruments and stages of implementation of international brand promotion strategy of a country are proposed. The macroeconomic criteria of selection of international brand promotion strategy of a country are defined, they are: the level of national development, foreign policy of the country, the phase of economic cycle and the level of perception of the image of the country. The world experience in implementing of international brand promotion strategies of a country depending on the positioning of the international brand of the country is analyzed, the indicators of effectiveness evaluation of international brand promotion strategy of the state are proposed, the current state of international brand promotion strategy of Ukraine is assessed and the directions of image policy improvement of the international brand promotion strategy of Ukraine are developed.