Russia's image strategy in the context of world experience

The book examines the possibility of forming a branding strategy for Russia, taking into account national and international experience. It introduces latest technologies of nation branding, estimates positive experience of rebranding of leading countries in the modern world (Germany, U.S., UK, France, Switzerland, Italy, India, Brazil, etc.). The book provides a strategic approach to the formation of the modern image of Russia: defines the main objectives and prospects of image policy, formulated the basic idea behind the new image, its main communicators, instruments of national and regional branding. The authors emphasize that the success of Russia's foreign policy today is largely dependent on the skillful use of resources, flexible power - the symbolic capital of culture, political values ​​and meanings, centered in the new image of Russia.

This book will be of an interest to politicians and government officials, experts in the field of management and public relations, as well as for directors at all levels.