State brand as a factor of consolidating society: some aspects
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STATE BRAND AS A FACTOR OF CONSOLIDATING SOCIETY:
V. P. Belyaeva Head of department, School № 97
O.E. Gudoshnikova graduate student, Russian State Social University Moscow, Russia
Summary. A state brand is important element of the reputation of the state. The basis of the state brand is an ideology of the consumption: a clear understanding of the meaning of the brand presence on the global political market, understanding generated image of the country as a prerequisite behavior of political actors. The state brand contains typically national elements. Keywords: state brand, national motto, political symbol.
An important element of reputation and reputational capital of the state is the brand. In political theory and practice, we can see the role of brand positioning in the power of the state. For example, A. N. Vikhrov focuses on the fact that in Russia in the direction of the scientific study of brand and branding made still only the first steps .
Brand — is recognizer of the product among the existing on market counterparts. Main criteria — presence of obvious trappings inherent in the product, memorable and associated by consumer with a given product or service, as well as a set of functional and emotional consumer benefits (benefits), a bright personality, nature of the product, created for a specific target audience.
Brand is the intelligent part of the goods, expressed in peculiar only to this product and the name of the design and has a stable and strong positive communication with the consumer. Only under these conditions a trademark has the right to be called a brand. Resilience of brand defined caused them positive associations in most of the target market of consumers. It can be other definitions.
Branding is a technology for creating and promoting the «brand» goods -work to establish long-term preference for the product, based on the combined strong impact on consumer trademark, packaging, advertising argument, materials and activities to stimulate sales, organization and places of sales, as well as other elements and items promotional activities combined by certain idea and unified characteristic design distinguishing the goods of competitors, creating its image, emphasizing its position, distinguishing a unique selling proposition .
Branding as a technology of reputation capital of the state may take key place among other political technologies.
Branding — the process of brand building and management. It can include creating, enhancing, positioning, identification, aggregation, repositioning, renovation and change of stage of development of the brand, its expansion and deepening. Degree of brand awareness is one of the most popular and affordable methods for the study of the brand.
Usually it is defined as the percentage of the target audience, who can remember this brand, as well — it is a widely used method for measuring the effectiveness of marketing communications. Branding is the science and art of creating and promoting brands to form a long-term preference for them.
Globalization problem concerns to everyone. It is in focus of attention and creative pursuit of scientists, politicians and publicists. On all continents, people felt that the solution of this problem depends on their fate and future generations.
Globalization involves ensuring of international (primarily interstate) relations, the opposite of anarchy. It determines the existence of common institutions, norms and values, creating conditions for the existence, security and development of their cooperation in the international arena. Globalization is necessary to integrate countries in the economic and political aspects, strengthening their relationships and interactions. The creation of the world'-s communication systems is very important.
In a globalizing world modern state acquires its reputation through targeted, massive communications, allowing forming the desired image, and then brand and reputation. Important elements of the reputation of the state are its characters, which are translated, including through technology and political communication.
Study of symbols and brands in the global context, are important to any modern state. At the turn of the century in the world there were over 20 new independent states. For them search queries national ideas, developing the foundations of society citizenship, alternative ways of development of the country, new characters and brands are relevant. For each country, are state symbols (flag, anthem) important. For example, the flag participates in the power and dignity country which it represents. Changing the flag can only happen as a result of historical accident that changes the actual situation of the country, it symbolized. Disrespect to the flag feels like disrespect for the greatness of those who think this flag as its symbol. The other example: in some European countries banned the use of the «Soviet» and «Nazi» symbols of World War II, religious symbols, state symbols of other countries, etc.
Investigation of the symbols in the global context becomes special urgency for our state. Despite the decades that have passed since the collapse of the Soviet state, the society is still in search of a paradigm corresponding to the nature and scale of the tasks set time, and symbols are the cementing element, based on which is building and strengthening the spirit of citizenship in the
State, as well as contribute to a more deep penetration in the understanding of the nature of political choice alternative development [1, c. 3].
We give a number of definitions of «symbol» and analyze their content part.
The symbol [from the Greek. symbolon] - real or a conventional sign that has a certain resemblance to the referent object. This is coded information.
Symbol is an ideological, imaginative or ideological-shaped structure, which contains guidance on certain different from it subjects, for whom it is a generalization and undeployed sign [9, c. 5].
Symbol in the broadest sense — is the image. It contains a certain sense, inseparably fused with the image, but it is not identical. In the structure of symbol substantive image and meaning emerge as the two are inextricably linked with each other pole. Symbol characterized layering of meaning. It requires active mental work of the perceiver. Symbol is a means of communication between people, designed to represent a particular object, a social community, idea, etc.
A symbol can be any term, name or image only if they have a specific added value to its usual meaning. Symbol is [6, c. 14−17].
• is a living reflection of reality-
• is subjected to one or another mental processing-
• becomes sharp instrument remaking reality itself.
Political symbol is a fast image or action. It affects primarily on people'-s emotions, bypassing their minds and encouraging people to take action. From the point of view of political marketing state symbol is similar to global brand, promotes not only recognition, but also the involvement of [8, c. 20−22].
State (national) symbols embedded in the regional and global communication systems. They can play as a positive (integrating) and negative (disconnected) role in the context of globalization.
Russia has a unique experience of centuries inter-civilizational dialogue, and so it can make a significant contribution to the process of building a new world order. Moreover, for its own way to development is through effective alternative civilizational project, not exclusive, but rather supports and traditional values, and patriotic feeling, and new strategies of cooperation on the international stage.
Russia needs an adequate slogan (motto), corresponding challenges. As you know, the slogan — catchy advertising sentence or phrase. Effectiveness of slogan determined by two factors: memo ability and informative weight. Effective slogan should be as informative as possible and have an impact on the consumer, using a few words. An image slogan uses a certain feature- select an object, thus promoting brand awareness. Thus, the slogan is formed part of the brand, which in brief form conveys information (advertising) message.
The national motto should be based on the idea, meaning, purpose, the motion vector, the direction of development, national values. For example, at one time N. A. Berdyaev said: «The greatness of Russia, we are least likely to
think like a claim to world domination on a worldwide earthly kingdom. We believe in the sacrificial spirit of Russia, in the light mission in the election of its ontological character of the way of righteousness [3, c. 589]. «Thus, the Russian idea is the idea of Russian national identity, values, allowing Russian identify and respect themselves, and be respected by others, other cultures. N.A. Ber-dyaev believed that the basis of the Russian soul is based on two opposite principles: «natural, pagan Dionysian element and ascetic monastic orthodoxy» [2, c. 44]. As an example of the latter can be distinguished famous slogan: «Orth o-doxy, Autocracy, Nationality» and «For Faith, Tsar and Fatherland!».
The Soviet period brought a bright ideological (usually the party coloring mottos, pushing the national factor: «Soviet power — the power of the people», «Better to work — it is better to live», «Our goal — communism», «Workers of the world unite!» etc.
We note that today there is no generally accepted national motto, Russia'-s strategic development, so it is in high demand. Various political actors trying to formulate it, and then promote, learn by heart for him.
We would like to give a number of mottos of some Russian political forces in different years, its content, claiming national slogan: «Property, stability, freedom!» (Party «Democratic Choice of Russia») — «Our strength — in truth», «Russia'-s salvation in the hands of the working people», «Russian Way — forward to socialism!» (CPRF) — «Freedom, patriotism, law!» (Liberal Democratic Party) — «Fatherland, democracy, justice, well-being» (Agrarian Party of Russia) — «Forward, Russia!» (B. Fedorov) — «Strong Russia — United Russia», «Unity, spirituality, patriotism!» (The party «United Russia») — «As long as we are unite, we are invincible ! «(Anarchists and movement «Antifa») — «Liberty, property, law!» (Block «Choice of Russia») — «Creative without destroying!» (Nikita Mi-khalkov) .
Here are the mottos of other countries, which are responsible, in our opinion for some Russian concerns and questions: «Austria dies last», «Unity provides strength!» (Angola), «Remember the past, strong in the future!» (Armenia) «In Union — power!» (Bulgaria), «From sea to sea!» (Canada), «Homeland expensive heavenly kingdom!» (Nepal), «For the benefit of all!» (Nicaragua), «Everything for Norway!», «Country First!» (Saint Kitts and Nevis), «The truth will triumph!» (Slovakia), «Victory over the world!» (Sudan), «For Sweden -with the times! For Sweden — always», «All for the good of the people!» (South Korea).
At the heart of the brand is the ideology of consumption: a clear understanding of the meaning of the brand presence in the global political market, understanding created image as a prerequisite behavior of political actors. Brand in these conditions becomes a kind of system, absorbing the concepts of image and reputation. State brand, usually bears the elements of the national. So is the national motto part of the government brand.
In today'-s global financial crisis appear mottos responding to tactical objectives and specific socio-political issues, such as the famous «four» «And» and also containing the word «modernization», «innovation» and their derivatives [5, с. 122].
So it is conceptually, ideologically and politically necessary to modify, develop or offer new slogans voiced by different Russian political forces in different years: «Forward, Russia!», «May the all honor and glory to Russia,» «Rescue in Russia the hands of the working people,» «Russia needs a different path — the path to socialism», «Change of power — to revive Russia,» «Russia'-s path — forward to socialism,» «Russia is a capital of the world!» etc. In general, the national motto of the state as an element of the brand captures the strategic priorities of the country in the global political arena.
9. Форти С. Символы. Энциклопедия. — М.: РОСМЭН, 2005.