Scientific journal
Название журнала на английском
ISSN 2500-0802
ПИ №ФС77-61154

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IDENTITY AS BASE ELEMENT OF THE STATE POLICY OF PLACE BRANDING

Inkovska Y. M. 1
1 Kharkiv Regional Institute of Public Administration of the National Academy of Public Administration attached to the Office of the President of Ukraine
The need in the introduction of the state policy of place branding was studied. The need of using identity in the formation of the state policy of place branding was stipulated. It was identified that the basis for the formation the brand of the place is brand identity, which includes the official «identification» characteristics of a state – a set of visual, verbal and other signs, by which people could identify the country and its main features and resources. It is proved that state identity needs to be adjusted, and it needs joint actions of civil society, government, and business as well. States need to respond and to design these real changes using symbols to all target audiences. The definitions of the concepts of identity and national identity were identified. The directions on the formation of identity in the the state policy of place branding were determined. The legal area provides for the increase of political accountability of the national elite, the rejection of populism, the consolidation of government, civil society and business representatives around national interests, priorities, human rights and the Europeanization of social and cultural space. Cultural orientation is aimed at the support of cultural and historical monuments, national customs and traditions. Work towards the approval of the national idea helps to consolidate citizens of the state.