title: ÐÐ¾Ð»Ð¸ÑÐ¸ÑÐµÑÐºÐ¸Ð¹ Ð±ÑÐµÐ½Ð´ ÐºÐ°Ðº Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½Ñ Ð¿ÑÐ±Ð»Ð¸ÑÐ½Ð¾Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐ¸ÐºÐ¸ (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐºÐ°Ð½ÑÐ»ÐµÑÐ° Ð¤ÐµÐ´ÐµÑÐ°ÑÐ¸Ð²Ð½Ð¾Ð¹ Ð ÐµÑÐ¿ÑÐ±Ð»Ð¸ÐºÐ¸ ÐÐµÑÐ¼Ð°Ð½Ð¸Ñ Ð. ÐÐµÑÐºÐµÐ»Ñ)
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Political brand as a tool of public policy (on the example of Chancellor of the Federal Republic of Germany A. Merkel)
Creators: name: ÐÐ¼Ð°ÑÐµÐ²Ð°, ÐÐ°ÑÐ¸Ð½Ð°
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2022
Subjects: Ð¿Ð¾Ð»Ð¸ÑÐ¸ÑÐµÑÐºÐ¸Ð¹ Ð±ÑÐµÐ½Ð´
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Ð¿ÑÐ±Ð»Ð¸ÑÐ½Ð°Ñ Ð¿Ð¾Ð»Ð¸ÑÐ¸ÐºÐ°
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ÐÐ½Ð³ÐµÐ»Ð° ÐÐµÑÐºÐµÐ»Ñ
political brand
chancellor
public policy
image
Angela Merkel

description: Ð¢ÐµÐ¼Ð° Ð²ÑÐ¿ÑÑÐºÐ½Ð¾Ð¹ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ: Â«ÐÐ¾Ð»Ð¸ÑÐ¸ÑÐµÑÐºÐ¸Ð¹ Ð±ÑÐµÐ½Ð´ ÐºÐ°Ðº Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½Ñ Ð¿ÑÐ±Ð»Ð¸ÑÐ½Ð¾Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐ¸ÐºÐ¸ (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐºÐ°Ð½ÑÐ»ÐµÑÐ° Ð¤ÐµÐ´ÐµÑÐ°ÑÐ¸Ð²Ð½Ð¾Ð¹ Ð ÐµÑÐ¿ÑÐ±Ð»Ð¸ÐºÐ¸ ÐÐµÑÐ¼Ð°Ð½Ð¸Ð¸ Ð. ÐÐµÑÐºÐµÐ»Ñ)Â». ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐµÐ½Ð¾Ð¼ÐµÐ½Ð° Ð¿Ð¾Ð»Ð¸ÑÐ¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð°, ÐµÐ³Ð¾ ÑÑÑÐ½Ð¾ÑÑÑ, Ð¿ÑÐ¾ÑÐµÑÑÑ ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð¸ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ, Ð° ÑÐ°ÐºÐ¶Ðµ Ð¿ÐµÑÑÐ¿ÐµÐºÑÐ¸Ð²Ñ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ Ð½Ð° Ð¼Ð¸ÑÐ¾Ð²Ð¾Ð¹ Ð°ÑÐµÐ½Ðµ.Â Ð¦ÐµÐ»Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð·Ð°ÐºÐ»ÑÑÐ°ÐµÑÑÑ Ð² Ð¸Ð·ÑÑÐµÐ½Ð¸Ð¸ ÑÐµÐ½Ð¾Ð¼ÐµÐ½Ð° Ð¿Ð¾Ð»Ð¸ÑÐ¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° ÐºÐ°Ðº Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ° Ð¿ÑÐ±Ð»Ð¸ÑÐ½Ð¾Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐ¸ÐºÐ¸ Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÑÐ°ÐºÐ¾Ð³Ð¾ Ð¿Ð¾Ð»Ð¸ÑÐ¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð°ÐºÑÐ¾ÑÐ°, ÐºÐ°Ðº Ð±ÑÐ²ÑÐ¸Ð¹ ÐºÐ°Ð½ÑÐ»ÐµÑ Ð¤Ð Ð Ð. ÐÐµÑÐºÐµÐ»Ñ.Ð ÑÐ¾Ð´Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐµÑÐ°Ð»Ð¸ÑÑ ÑÐ»ÐµÐ´ÑÑÑÐ¸Ðµ Ð·Ð°Ð´Ð°ÑÐ¸:Â 1. Ð¸Ð·ÑÑÐµÐ½Ð¸Ðµ ÑÐµÐ½Ð¾Ð¼ÐµÐ½Ð° Ð¿Ð¾Ð»Ð¸ÑÐ¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð°: ÑÐ¾Ð´ÐµÑÐ¶Ð°Ð½Ð¸Ðµ Ð¸ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸; 2. Ð°Ð½Ð°Ð»Ð¸Ð· ÑÐµÑÐ½Ð¾Ð»Ð¾Ð³Ð¸Ð¸ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð¿Ð¾Ð»Ð¸ÑÐ¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° ÐºÐ°Ðº Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ° Ð² Ð¿ÑÐ±Ð»Ð¸ÑÐ½Ð¾Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐ¸ÐºÐµ; 3. Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð¸Ðµ ÑÐ¿ÐµÑÐ¸ÑÐ¸ÐºÐ¸ ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð¿Ð¾Ð»Ð¸ÑÐ¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° ÐºÐ°Ð½ÑÐ»ÐµÑÐ° Ð¤Ð Ð Ð. ÐÐµÑÐºÐµÐ»Ñ; 4. Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¿ÐµÑÑÐ¿ÐµÐºÑÐ¸Ð² ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ Ð¿Ð¾Ð»Ð¸ÑÐ¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° Ð² ÐºÐ¾Ð½ÑÐµÐºÑÑÐµ ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½Ð¾Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐ¸ÐºÐ¸. Ð¯Ð´ÑÐ¾ Ð¼ÐµÑÐ¾Ð´Ð¾Ð»Ð¾Ð³Ð¸ÑÐµÑÐºÐ¾Ð¹ Ð±Ð°Ð·Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ¾ÑÑÐ¾Ð¸Ñ Ð¸Ð· ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ½Ð¾Ð³Ð¾ Ð¸Ð·ÑÑÐµÐ½Ð¸Ñ ÑÐµÐ½Ð¾Ð¼ÐµÐ½Ð° Ð¿Ð¾Ð»Ð¸ÑÐ¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° ÐºÐ°Ðº Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ° Ð¿ÑÐ±Ð»Ð¸ÑÐ½Ð¾Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐ¸ÐºÐ¸ Ð¿ÑÐ¾Ð²Ð¾Ð´Ð¸ÑÑÑ Ð¿ÑÐ¸ Ð¿Ð¾Ð¼Ð¾ÑÐ¸ Ð¿ÑÐ¸ÐºÐ»Ð°Ð´Ð½ÑÑ Ð¼ÐµÑÐ¾Ð´Ð¾Ð²: ÐºÐ¾Ð½ÑÐµÐ½Ñ Ð¸ Ð¸Ð²ÐµÐ½Ñ Ð°Ð½Ð°Ð»Ð¸Ð· Ð¸ ÐºÐ¾Ð³Ð½Ð¸ÑÐ¸Ð²Ð½Ð¾Ðµ ÐºÐ°ÑÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ. Ð ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐ»Ð¾ Ð²ÑÑÐ²Ð»ÐµÐ½Ð¾ ÑÑÐ¾ Ð¿Ð¾Ð´ Ð¿Ð¾Ð»Ð¸ÑÐ¸ÑÐµÑÐºÐ¸Ð¼ Ð±ÑÐµÐ½Ð´Ð¾Ð¼ Ð¿Ð¾Ð½Ð¸Ð¼Ð°ÐµÑÑÑ ÑÐ»Ð¾Ð¶Ð½ÑÐ¹ Ð·Ð½Ð°ÐºÐ¾Ð²ÑÐ¹ Ð¾Ð±ÑÐ°Ð·, Ð²Ð¾Ð¿Ð»Ð¾ÑÐ°ÑÑÐ¸Ð¹ Ð¾Ð±ÐµÑÐ°Ð½Ð¸Ðµ Ð±Ð»Ð°Ð³, ÑÐµÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ñ Ð½Ð°Ð´ÐµÐ¶Ð´, ÑÐ´Ð¾Ð²Ð»ÐµÑÐ²Ð¾ÑÐµÐ½Ð¸Ðµ Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð½ÑÑ ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÑ Ð¿ÑÐ¸ÑÑÐ·Ð°Ð½Ð¸Ð¹ Ð¸ Ð·Ð°Ð¿ÑÐ¾ÑÐ¾Ð² Ð¿ÑÐ±Ð»Ð¸ÐºÐ¸.Â 
description: The topic of the final qualifying work: "Political brand as a tool of public policy (on the example of Chancellor of the Federal Republic of Germany A. Merkel)". This work is devoted to the study of the phenomenon of a political brand, its essence, the processes of formation and use, as well as the prospects for development on the world stage. The purpose of the study is to study the phenomenon of a political brand as an instrument of public policy on the example of the activities of such a political actor as former German Chancellor A. Merkel. In the course of the study, the following tasks were solved: 1. the study of the phenomenon of the political brand: content and features; 2. analysis of the technology of promoting a political brand as a tool in public policy; 3. determination of the specifics of the formation of the political brand of German Chancellor Angela Merkel; 4. research of prospects for the development of a political brand in the context of modern politics. The core of the methodological base of the research consists of a comprehensive study of the phenomenon of a political brand as a tool of public policy carried out using applied methods: content and event analysis and cognitive mapping.As a result of the study, it was revealed that a political brand is understood as a complex iconic image embodying the promise of benefits, the realization of hopes, the satisfaction of certain social claims and requests of the public.