Brands, pseudo-brands, and quasi-brands in the multi-level macroecosystem of nation branding
DOI:
https://doi.org/10.21638/spbu18.2023.302Abstract
Goal: to apply an integral approach to building a model of a multi-level macroecosystem of nation branding based on:
- analyzing of options for representing the brand phenomenon in the context of the modern international division of labor;
- applying the brand concept behind the borders of markets for goods/services and relationships between their producers, sellers and consumers.
Methodology: the theoretical research was carried out on the basis of a semantic-conceptual analysis of publications relevant to the purposes of the article concerning issues of brand representation, the country-of-origin effect, pseudo-foreign brands and the ecosystem approach in economics.
Findings: three aggregated categories of brands were identified, their definitions were developed and relevant examples in various areas of the country’s socio-economic life were considered, as well as the feasibility of an ecosystem approach to country branding was substantiated.
Originality and contribution: for the first time, along with the category of true brands of goods/services and corporations, quasi-brands and pseudo-brands are comprehensively considered (with special attention paid to the state and prospects of pseudo-foreign branding in Russia); in addition, an original model of a multi-level macro-ecosystem of country branding and a corresponding definition of the latter are proposed.
Besides, the identification of complex connections between brands of these three categories made it possible to propose the author’s model of a centralized multilevel macroecosystem of nation branding and an original definition of the latter.
Keywords:
brand, country-of-origin effect, halal, hybrid product, import substitution, kosher, “Made in Russia”, nation brand, macroecosystem of nation branding, place brand, pseudo-brand, pseudo-foreign branding, quasi-brand
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Articles of the Russian Management Journal are open access distributed under the terms of the License Agreement with Saint Petersburg State University, which permits to the authors unrestricted distribution and self-archiving free of charge.