National brand as a marketing determinant of macroeconomic stability

Анотація

Modern tendencies of globalization and counties' competitiveness increasing make governments search absolutely new approaches and relevant tools to raise their competitive capacities. The research explains why marketing factors of the competitive strengths formation today have an urgent value for describing and substantiation marketing strategies of cities and municipalities, regions and territorial communities, countries as a whole. The purpose of the paper is to study the marketing factors of the country's competitive advantages and determine the influence of the national brand on the macroeconomic stability of the country. The authors checked the hypothesis of the correlation between country's brand (which perception by the non-residents) and macroeconomic indicators of the efficiency level of brand using by the country. With purpose to check abovementioned hypothesis authors developed two level approach. At the first level the authors proposed to estimate the performance of using brand by the country which take to account countries the competitive strengths of the country in the global environment, consisted from the composite indicators which allocated by the PESTLE method and could be quantitively evaluated corresponding to the international methodology. At the second level the authors estimated (using the Spearman's rank correlation coefficient) nonparametric statistical relations between country's brand perception by the non-residents (indicated by the FutureBrand methodology, which based on the quiz of the respondents' group: external investors, tourists, government of others country ant etc.) and economic performance of brand using by the government. The empirical proven of the hypothesis were made by the using of two data samples. The first dataset involved the ten strongest brands according to the rating of NBI since 2008. The finding confirmed the linear correlation between level of macroeconomic stability and strongest of the national brand for Germany, France and Canada. The base for the second dataset was information from the raiting SIE in EU and Ukraine for 2010-2015 years. The hypothesis was confirmed for Sweden, Germany, Finland, Denmark, Austria, the Netherlands, Croatia, Ukraine.

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