Global Brand Power. Branding as a factor of raising international competitiveness of Belarusian economy

      Аннотация: In a globalized economy the major part of the welfare of the nation is composed by means of its ability to export goods and services, that have strong brands, because in the current context a large part of producers’ income comes from added value, which appears mostly due to the brand status. Brand value is recognized to be the most profitable intangible asset by modern economists.72% of the consumers are ready to pay 20% more for the brand they choose. The experience of branding in Belarus is not rich enough. It is very difficult for Belarusian manufacturers to succeed not only in international markets, but also in the domestic market. Thus, the creation of strong brands in Belarus and creating an image of a prosperous state with an innovative economy is an objective necessity. This book, therefore, provides an in-depth study of the essence of branding, brand strategies in foreign practice and gives practical suggestions on how to adapt it in modern Belarus to raise its international competitiveness. The analysis should be especially useful to professionals in Communications and Marketing fields, or others who may be considering building strong brands to gain long-term profit.

Ключевые слова: Brand, Branding, Competitive advantage, Competitiveness, Globalization, Trademark, world economy, Brand strategy, international economy, marketing