Abstract
The development and establishment of the place branding practice in the context of international relations and foreign policy is analyzed. The term «place branding» is actualized by author and the objectivity of such approach in further theoretical and practical development of this practice is justified. A dualistic approach to the definition of «brand» at the present stage is demonstrated. The author stresses that the state brand is not created but crystallized from the identity of the country. The article shows the evolution of the place branding practice from the practice of place marketing. It is proved that place branding has its own tools of spreading state brand and formation of the international image of the state. The author defines the place of the practice of place branding at the interface of political science and marketing in modern science. It is suggested to develop strategic place branding models as a long-term projects in further researches aimed to build and sustain state’s international image.
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