A SYNERGY IN THE MACROECOSYSTEM OF BRANDING THE NATION: THEORETICAL ASPECT

The article is devoted to the theoretical substantiation of the possibility of emerging a synergy effect in the national macroecosystem of nation branding. Considering the lack of a conventional terminological paradigm in such a branch of marketing as place marketing the results of a critical analysis of the key notion of “nation branding” are given. For the same purpose, the outputs of a semantic analysis of definitions in the terminological hierarchy of place brands are given. Provisions are given on the soft (smart) power of a nation, which determines its international competitiveness, and on nation branding as a mechanism for creating and increasing the said power. The main purpose of nation branding is defined as increasing the value of nation brand and, therefore, the image/reputation of country in the perception of internal and external target audiences. The concept of nation branding has been clarified considering the analysis of foreign and domestic research in this area. The problem of efficiency and effectiveness of nation branding due to insufficient coordination between activities of nation branding stakeholders in this complex process and the need to find additional resources is highlighted. A historical narrative of interdisciplinary transplantation of the concept of “ecosystem” is presented, designed to confirm its suitability in economic sciences. To substantiate the reasonableness of application of the ecosystem approach, a temporal representation of the concept “ecosystem” in various subject areas is given. The possibility of obtaining a synergy effect in socio-economic systems organized as an ecosystem is indicated. A draft model of the macroecosystem of nation branding is proposed. It is expected that the centralization of the said macroecosystem can create a synergy effect, ensuring a reduction in the costs of country branding for non-financial development institutions. The said model is proposed as a framework for organizing further research and developing/implementing public policy to increase the nation’s competitiveness.

business ecosystem, brand, macroecosystem of nation branding, international competitiveness, non-financial development institute, synergy effect, synergy, nation branding stakeholder, smart power, ecosystem, innovation ecosystem

Stuglev A. A. A synergy in the macroecosystem of branding the nation: theoretical aspect. Biznes. Obrazovanie. Pravo = Business. Education. Law. 2023;4(65):171—179. DOI: 10.25683/VOLBI.2023.65.849.