Kabanova O. The conceptual basis of the formation of the image economy

The theoretical approaches of the concept of image economy and its determinants as a part of the national economy of the country are developed. The image economy is a system of relations between the subjects of the national economy, which create and develop a positive image and brand-oriented production in order to obtain long-term interest. The methodical approaches of the formation of the image economy and its determinants in the system of the national economy are systematized. It is based on the algorithm of applying methodological tools for analyzing, evaluating and shaping of the image economy through its determinants. The conceptual model of constructing a positive image of the national economy of the country is considered. It includes features (feasibility, projectiveness and recognition) and integrated components (system-generating, functional, process (national branding) and management blocks). The strategy of the image economy as part of the national economy is improved. It is based on the development of brand-oriented production through the implementation of state economic policy which is aimed at increasing the competitiveness of the national economy. The measures of the development of brand-oriented production as a basis for the formation of a image economy are proposed. It includes goals and tasks, tools for implementing the state program for the development of the image economy and a system of integrated brand-oriented management at the enterprises.