"Soft" Power as an Instrument of Reputation Management of the Country

Abstract

In article is considered branding of territory as reputation technology. The offered S. Anholtom «Nation Brands Index», the unique analytical rating of image and of cost of brand of the country, is analyzed. Technologies of marketing of the territory for the purpose of formation of an attractive brand of the country, and use of mechanisms of «soft» power reveal. It is noticed that branding of territory is both the communications tool, and a resource of accumulation of reputation.