Polishko G. Nation branding in the global economic system

The thesis is devoted to complex research of conditions, factors and characteristics of the nation branding development in terms of the global economic system. The paper examines theoretical aspects of county branding, interprets the essence of globalization as a background for nation branding development, investigates conceptual principles of creation of successful nation branding strategy. The study conducts an in-depth research of the current state and trends of country branding, analyzes international rankings of nation brands, defines fundamental components of positive country brand formation. Within the current research nation branding is interpreted as a process of planning and implementation of marketing activities for the country's strategic advancement on the global arena, aiming to image building or reputation management, formation and applying of its competitive advantages on the world markets of products and services. This study contributes to the overall understanding of the phenomenon of place marketing, underlines the evolution of nation branding and draws a parallel between the concept and principles of corporate branding. Finally, the thesis contains a comparative study of nation branding in Ukraine, presents the chronological overview of nation branding implementation in Ukraine.