Analysing the promotion of Kazakhstan’s national brand in the global space

Abstract

A positive national brand plays a key role in enhancing the competitiveness of a country. In this regard, the role of researching issues related to its promotion in the global economic environment is increasing. The purpose of this article is to study the current state of branding of Kazakhstan in the global space to identify key problematic aspects and develop recommendations related to its promotion. The methods of analysis, synthesis, expert survey, extrapolation and graphic representation were used to study theoretical and practical aspects of Kazakhstan’s brand promotion in the global space. As a result of the conducted research, the structural attributes of Kazakhstan’s brand were specified and its model was defined on the basis of S. Einholt’s hexagon concept. The analysis of the results of world rankings as the most optimal tools for measuring the attractiveness of the state allowed to establish the multidirectional position of Kazakhstan. The comparative analysis of the Global Competitiveness Index for the last five years has shown an improvement in the country’s position on the factors that determine the attractiveness of investment in the economy of the state. Based on the results of the study of the evolution of brand management, expert survey and SWOT-analysis of the promotion of the national brand of Kazakhstan in the global space, the main problems in the formation of the national brand have been identified. The key among them is the lack of a unified strategy for the promotion of the national brand. There are also no recognisable brands in the field of digital technologies, tourist brands, there is low involvement of citizens in creating an attractive image of the country. The stages of constructing the national brand of Kazakhstan on the basis of identifying and supporting its identity are proposed. The results of the study can be used in the development of the strategy of promotion of the national brand of Kazakhstan by state authorities.