title: Ð¡Ð¾Ð²ÑÐµÐ¼ÐµÐ½Ð½ÑÐµ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¼ÑÐ·ÐµÐµÐ² ÐÐµÑÐ¼Ð°Ð½Ð¸Ð¸ Ð¸ Ð Ð¾ÑÑÐ¸Ð¸ Ð´Ð»Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð½Ð°ÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð°
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: Modern strategies of museums in Germany and Russia to promote the national brand
Creators: name: Ð¡Ð°Ð³Ð°ÑÐ¶Ð°Ð½Ð¾Ð²Ð°, ÐÐ°Ð´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: 2024
Subjects: Ð¼ÑÐ³ÐºÐ°Ñ ÑÐ¸Ð»Ð°
Ð½Ð°ÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½ÑÐ¹ Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³
Ð¼ÑÐ·ÐµÐ¸
ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½ÑÐµ ÑÐµÑ Ð½Ð¾Ð»Ð¾Ð³Ð¸Ð¸
ÑÐ¸ÑÑÐ¾Ð²Ð¸Ð·Ð°ÑÐ¸Ñ
soft power
national branding
museums
modern technologies
digitalization

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description: The purpose of this work is to analyze the modern technologies of museums in Germany and Russia in the process of promoting the national brand. As a result of the research, the basic principles of the formation and promotion of the national brand, the role of museum activities in this process were determined. The history of the development of museum activities in Germany and Russia, the peculiarities of their national museum systems were considered. The role of modern technologies in promoting the national brand through museums was considered. To achieve this goal, the following methods were used: analysis of scientific papers, books, articles, and other publications related to the topic of museum strategies and branding; historical and comparative methods, case studies. In conclusion, it can be noted that the national brand plays a crucial role in shaping the overall attractiveness and competitiveness of the country, and art and museums are important tools for promoting this brand. The museum industry in Germany and Russia has its own peculiarities, but both countries are actively developing modern technologies and digitalization in the museum sector.