Abstract
Today, the development of the business environment in Kazakhstan has become one of the priorities. This article identifies the concept of business ecosystem and the factors that directly affect the development of its country image. A brief history of the formation of a new phenomenon, such as innovative startups and business projects. A strong and well-known national brand, beneficial to all stakeholders, including the private and public sectors, as well as to all government agencies, society and citizens. All these aspects play an important role in its creation and development. Everyone recognizes the need for a consistent approach and is ready to contribute to the development of national branding, but in fact, creating a functional model for its implementation is a difficult task. The article presents an analysis of studies on the role of startups and business projects in the development of the country's image and in the political economy. The article uses case studies that can be applied in the process of creating a positive image of the country.
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