Mechanisms of forming the «national brand» of the French Republic

Abstract

The experience of forming "national brand" of the French Republic on the basis of S. Anholt's theory is considered in the article. The authors take as a basis the study of the idea of "French Brand" originating from 2003, which should contribute to the creation of intangible capital necessary for the formation of the country's brand. The article reviews the programs created to attract investments and develop tourism and French production. The importance of cultural policy in forming the country's image is also noted. The role of cultural institutions and services is also discussed. The work of the French Alliance around the world, the activity of "Campus France" as a guide between French education and foreign students, as well as the work of "Unifrance" and "Francophonie", which are representatives of French culture and language, are studied. The importance of forming "brand cities" is noted. The authors believe that the formation of "national brand" has a regional character and each region and city is also a "brand". The authors note the importance of creating new mechanisms that will form the "national identity" of the country's residents, without which it is impossible to form a prosperous "national brand". Nevertheless, the authors believes that the experience of the French Republic is quite successful and promising.