National Brand in the System of International Relations

The chapter is devoted to the study of the role of the national brand as a tool for the country’s integration into the system of international relations. The authors proceed from the fact that in the modern era, social constructs presented in symbolic form become markers of public diplomacy in international communications on global issues. The national brand, which includes a set of visual signs and symbols, emphasizes the cultural identity of actors in the field of geopolitics, transmitting positive emotions and associations in the process of perceiving the country as a subject of the world community. In this regard, it is relevant to study the national brand and image of the country as instruments of the “soft power” policy, which contributes to increasing the attractiveness of individual territories and regions within the framework of international projects. The chapter analyzes modern theoretical approaches to the definition of the phenomenon of “national brand,” identifies the semantic foundations of the brand, and describes the tools for managing the national image and technologies for building interaction in international communications. The authors support the point of view of moderation of a national brand focused on social value. It is emphasized that the specificity of the technology for implementing the strategy of national branding in the field of geopolitics is aimed at persuading and forming a system of values and norms symbolically associated with a certain country. The multidimensionality of the national brand is discussed, which makes it possible to strengthen the positions of states and regions and create strong international alliances. A sociological study of the attitude of young people to the national brand “Made in the Russian Federation” is presented. It is concluded that the national brand should symbolize quality, traditions, values, uniqueness, and innovation. Young people express an understanding of their own responsibility and readiness to contribute to the creation of a single platform for the promotion of the national brand.