Differences between brand and image:political-international dimension

Abstract

The article focuses on identifying differences between the concepts of image and brand in the political and international context. The theoretical and methodological foundations of the study in implementing the conceptual demarcation between the concepts of image and brand were general scientific methods of cognition and special methods of political science. In particular, analytical, descriptive, comparative methods were used. The study also applied historical, systemic methods of analysis. It is noted that the image is unstable and short-lived. Instead, the brand is characterized by increased stability, which is provided by the brand core (brand identity). The image concerns the external features of a certain object. For a brand, the essential features of its core (archetypes, values) are more important. The image can be partially changed. However, cardinal changes to the brand can cause its disappearance, so it is not worth introducing drastic changes at its essential level. It is stated that the image is an experimental testing ground for the uniqueness of an object. It is at the level of imaging that the hyperbolization of individual characteristics of the object as unique occurs, or - on the contrary - the rejection of those characteristics that have never acquired the status of uniqueness from the consumer's point of view. The brand is already a stable supplier of key unique qualities of the object, which, in fact, crystallized in the imaging process. The image of an object can exist without a brand. However, the existence of a brand of a certain object without an image is impossible. After all, a brand without an image will not be visible. Image is an integral part of the brand, an important component for the formation of effective branding processes. The concept of "stereotypes", which are the basis of the image, is considered. It is argued that for the international positioning of a certain country it is important to identify objects for potential branding. The objects of potential branding include certain cultural monuments, important historical and political events, important achievements of certain personalities who are little-known and have not gained popularity in the public space.