Имиджевая стратегия России как фактор обеспечения ее национальных интересов

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Имиджевая стратегия России как фактор обеспечения ее национальных интересов
Гуманитарный вестник # 2·2017 17
Russia's brand strategy as a factor
contributing to securing its national interests
© E.S. Alekseeva
Apparatus of the Federation Council of the Federal Assembly of Russia,
Moscow, 103426, Russia
The article considers the problem of developing a national brand strategy at the time
when the information society is evolving and globalization is becoming ubiquitous. The
author is convinced that, as the hegemony of the United States of America is going
through a crisis, leading to geopolitical and economic instability, Russia could present
its own unique development project that will strengthen its image and decrease geopoliti-
cal tension. However, the process of developing the strategy of creating and promoting
an updated image of Russia should begin with formulating a national idea. This is the
foundation that ensures the existence of every state, especially one as large, multinational
and multi-confessional as the Russian Federation.
Keywords: image, brand, brand strategy, soft power, collective consciousness, public di-
plomacy, symbolic capital
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