In the modern stage of transformation of the global economy, each individual, organization and region competes with others to survive and occupy a worthy position in the world market. The author describes the theoretical and practical aspects of the stages of creation, positioning, strengthening and capitalization of brands of companies, individuals and countries, analyzes the steps and risks of taking a leading position in a competitive market environment.
Along with the creation of product, corporate and individual brands, the creation of the country's brand is an up-to-date issue in terms of increasing the country's competitiveness in the global economy and occupying an advantageous position next to other countries. The book analyzes the idea of the "country brand" concept, presents the project of creating urban identity and design on the example of RA cities.
