title: The United Kingdomâs national branding as a tool for increasing global competitiveness
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: ÐÐ°ÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½ÑÐ¹ Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³ ÐÐµÐ»Ð¸ÐºÐ¾Ð±ÑÐ¸ÑÐ°Ð½Ð¸Ð¸ ÐºÐ°Ðº Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½Ñ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ Ð³Ð»Ð¾Ð±Ð°Ð»ÑÐ½Ð¾Ð¹ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÐ¸
Creators: name: Ð¡Ð¸Ð½ÑÐ¾Ð²Ð°, ÐÐ»ÐµÐ½Ð°
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: 2023
Subjects: Ð½Ð°ÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½ÑÐ¹ Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³
Ð±ÑÐµÐ½Ð´ ÑÑÑÐ°Ð½Ñ
Ð¼ÑÐ³ÐºÐ°Ñ ÑÐ¸Ð»Ð°
ÐÐµÐ»Ð¸ÐºÐ¾Ð±ÑÐ¸ÑÐ°Ð½Ð¸Ñ
Ð¸Ð½Ð´ÐµÐºÑÑ Ð½Ð°ÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð°
Ð³Ð»Ð¾Ð±Ð°Ð»ÑÐ½Ð°Ñ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÑ
national branding
country brand
soft power
United Kingdom
national branding indexes
global competitiveness

description: Ð¦ÐµÐ»ÑÑ ÑÐ°Ð±Ð¾ÑÑ ÑÐ²Ð»ÑÐµÑÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð±ÑÐ¸ÑÐ°Ð½ÑÐºÐ¾Ð³Ð¾ Ð¾Ð¿ÑÑÐ° Ð¿Ð¾ÑÑÑÐ¾ÐµÐ½Ð¸Ñ Ð½Ð°ÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð° Ð´Ð»Ñ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÐ¸ ÑÑÑÐ°Ð½Ñ, Ð° ÑÐ°ÐºÐ¶Ðµ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð¸Ðµ ÑÐµÑÐµÐ½Ð¸Ð¹ Ð¿Ð¾ Ð½Ð°ÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½Ð¾Ð¼Ñ Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ñ Ð´Ð»Ñ ÑÐ°Ð·Ð²Ð¸Ð²Ð°ÑÑÐ¸ÑÑÑ ÑÑÑÐ°Ð½ Ð½Ð° Ð¾ÑÐ½Ð¾Ð²Ðµ Ð¾Ð¿ÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð±ÑÐ¸ÑÐ°Ð½Ð¸Ð¸. ÐÑÐ»Ð¸ ÑÐµÑÐµÐ½Ñ ÑÐ»ÐµÐ´ÑÑÑÐ¸Ðµ Ð·Ð°Ð´Ð°ÑÐ¸: - ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÑÑ ÑÑÑÐ½Ð¾ÑÑÑ, Ð¸Ð½Ð´ÐµÐºÑÑ Ð¾ÑÐµÐ½ÐºÐ¸ Ð¸ Ð¿ÑÐ¸Ð¼ÐµÑÑ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ Ð½Ð°ÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð° ÐºÐ°Ðº Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ° Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÐ¸; - Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°ÑÑ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÐÐµÐ»Ð¸ÐºÐ¾Ð±ÑÐ¸ÑÐ°Ð½Ð¸ÐµÐ¹ Ð½Ð°ÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð° ÐºÐ°Ðº Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ° Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÐ¸ Ð² ÑÑÐµÑÐ°Ñ ÑÐºÑÐ¿Ð¾ÑÑÐ° ÑÐ¾Ð²Ð°ÑÐ¾Ð² Ð¸ ÑÑÐ»ÑÐ³, ÑÑÑÐ¸Ð·Ð¼Ð° Ð¸ Ð´Ñ.; - Ð´Ð°ÑÑ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ Ð½Ð°ÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð° ÐºÐ°Ðº Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ° Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÐ¸ Ð´Ð»Ñ ÑÐ°Ð·Ð²Ð¸Ð²Ð°ÑÑÐ¸ÑÑÑ ÑÑÑÐ°Ð½ Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐÐ°Ð·Ð°ÑÑÑÐ°Ð½Ð°.Â  ÐÐºÑÑÐ°Ð»ÑÐ½Ð¾ÑÑÑ ÑÐµÐ¼Ñ Ð¾Ð±ÑÑÐ»Ð¾Ð²Ð»ÐµÐ½Ð° ÑÐ¾ÑÑÐ¾Ð¼ Ð²Ð»Ð¸ÑÐ½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð° ÑÑÑÐ°Ð½Ñ Ð½Ð° Ð¿ÑÐ¸Ð²Ð»ÐµÐºÐ°ÑÐµÐ»ÑÐ½Ð¾ÑÑÑ Ð´Ð»Ñ Ð¸Ð½Ð¾ÑÑÑÐ°Ð½Ð½ÑÑ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¹ Ð¸Ð¼Ð¿Ð¾ÑÑÐ° ÑÐ¾Ð²Ð°ÑÐ¾Ð² Ð¸ ÑÑÐ»ÑÐ³, Ð¸Ð½Ð²ÐµÑÑÐ¾ÑÐ¾Ð², Ð¢ÐÐ, ÑÑÑÐ¸ÑÑÐ¾Ð², ÑÑÑÐ´ÐµÐ½ÑÐ¾Ð², Ð¼Ð¸Ð³ÑÐ°Ð½ÑÐ¾Ð². ÐÑÑÐ¾ÑÐ½Ð¸ÐºÐ°Ð¼Ð¸ Ð¸Ð½ÑÐ¾ÑÐ¼Ð°ÑÐ¸Ð¸ Ð²ÑÑÑÑÐ¿Ð¸Ð»Ð¸ Ð½Ð°ÑÑÐ½ÑÐµ ÑÑÐ°ÑÑÐ¸ Ð¸ Ð¼Ð¾Ð½Ð¾Ð³ÑÐ°ÑÐ¸Ð¸ Ð½Ð° ÑÐµÐ¼Ñ Ð½Ð°ÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð°, ÐºÐ¾Ð½ÑÐ°Ð»ÑÐ¸Ð½Ð³Ð¾Ð²ÑÐµ Ð¾ÑÑÐµÑÑ, ÑÑÐ°ÑÐ¸ÑÑÐ¸ÑÐµÑÐºÐ°Ñ Ð¸Ð½ÑÐ¾ÑÐ¼Ð°ÑÐ¸Ñ, Ð¾ÑÐ¸ÑÐ¸Ð°Ð»ÑÐ½ÑÐµ ÑÐ°Ð¹ÑÑ Ð³Ð¾ÑÑÐ´Ð°ÑÑÑÐ²ÐµÐ½Ð½ÑÑ ÑÑÑÑÐºÑÑÑ ÐÐµÐ»Ð¸ÐºÐ¾Ð±ÑÐ¸ÑÐ°Ð½Ð¸Ð¸ Ð¸ Ð¼ÐµÐ¶Ð´ÑÐ½Ð°ÑÐ¾Ð´Ð½ÑÑ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¹. ÐÑÐ¸ ÑÐ±Ð¾ÑÐµ Ð´Ð°Ð½Ð½ÑÑ, Ð½ÐµÐ¾Ð±ÑÐ¾Ð´Ð¸Ð¼ÑÑ Ð´Ð»Ñ Ð²ÑÐ¿Ð¾Ð»Ð½ÐµÐ½Ð¸Ñ ÑÐ°Ð±Ð¾ÑÑ, Ð±ÑÐ»Ð¸ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ñ Ð¿Ð¾Ð¸ÑÐºÐ¾Ð²ÑÐµ ÑÐ¸ÑÑÐµÐ¼Ñ Trademap, UNCTADstat, GOV.uk, Statista, ResearchGate. ÐÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ñ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ ÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ Ð½Ð°ÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð° ÐÐ°Ð·Ð°ÑÑÑÐ°Ð½Ð° Ð½Ð° Ð¾ÑÐ½Ð¾Ð²Ðµ Ð±ÑÐ¸ÑÐ°Ð½ÑÐºÐ¾Ð³Ð¾ Ð¾Ð¿ÑÑÐ° Ñ ÑÐµÐ»ÑÑ ÑÐ¾ÑÑÐ° Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÐ¸ ÑÑÑÐ°Ð½Ñ. Ð ÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ ÑÐ°ÐºÐ¶Ðµ Ð¼Ð¾Ð¶Ð½Ð¾ Ð¿ÑÐ¸Ð¼ÐµÐ½Ð¸ÑÑ Ðº Ð´ÑÑÐ³Ð¸Ð¼ ÑÐ°Ð·Ð²Ð¸Ð²Ð°ÑÑÐ¸Ð¼ÑÑ ÑÑÑÐ°Ð½Ð°Ð¼, Ð¿Ð¾ÑÐ¾Ð¶Ð¸Ð¼ Ð¿Ð¾ ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÐ¾Ð¹ ÑÑÑÑÐºÑÑÑÐµ.
description: The purpose of the work is to study the British experience in building national branding to increase the countrys competitiveness, as well as to propose national branding solutions for Kazakhstan based on the experience of Great Britain. The following tasks were solved: - consider the essence, assessment indices and examples of the use of national branding as a tool to increase competitiveness; - to analyze the peculiarities of the use of national branding by the UK as a tool to increase competitiveness in the areas of export of goods and services, tourism, etc.; - to give recommendations on the use of national branding as a tool to increase competitiveness for developing countries on the example of Kazakhstan. The relevance of the topic is due to the growing influence of the countrys brand on the attractiveness for foreign consumers of imports of goods and services, investors, TNCs, tourists, students, migrants. The sources of information were scientific articles and monographs on the topic of national branding, consulting reports, statistical information, official websites of UK government agencies and international organizations. When collecting the data necessary to complete the work, the search engines Trademap, UNCTADstat, GOV.uk, Statista, ResearchGate were used. Recommendations are proposed for improving the national branding of Kazakhstan based on the British experience to increase the countrys competitiveness. The recommendations can also be applied to other developing countries with similar economic structures.