Abstract
The article analyzes the concept of a national brand as a relatively new one that does not have a single scientific interpretation. In the course of the study, the national brand is considered as an independent unit of analysis, not equivalent to the image or image of the state. The author examines examples of modern national brands and suggests their possible typology on four grounds by the target group of stakeholders, by the symbolic capital used, by the purpose of branding campaigns and by the term of brand application. The author believes that this typology may have practical significance during the development of a new national brand in Russia. The article concludes that it is necessary to form an umbrella and perpetual brand in Russia that would fully utilize cultural, natural and innovative national capital, taking into account modern changes in the geopolitical landscape.
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