| | | | PROBLEMS OF MODERN ECONOMICS, N 2 (86), 2023 | | | | ECONOMIC GLOBALIZATION AND ISSUES OF NATIONAL AND INTERNATIONAL SECURITY | | | Stuglev A. A.
Chairman of the Management Board, Director, Roscongress Foundation (Moscow)
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| | | The article addresses the historical roots and the definition of perspectives with regard to the topical dilemma “one-polar or multi-polar world.” Solution of this dilemma determines the nature and the direction of development of the humankind, loaded with multi-century colonial heritage, with the economic structure deformed by inequality among countries with different level of development. This inequality remains the source of resource security already not formal, but real “metropolises” of colonialism 2.0, represented by the “collective West.” An enormous role in the solution of the “one-polar or multi-polar world” dilemma in the context of the commensurate “hard power” application by a number of ideologically polar countries, is played by the “soft power,” dialectically connected with the country’s branding. The author makes remarks and specifications with regard to the Russian-language terminology of the country’s branding as a mechanism of developing and maintaining of the soft power, and defines directions of further research in this area based on the marketing approach. | | Key words: country’s branding, hard power, corporate branding, country’s marketing, soft power, Colonialism 2.0, «Made in Russia», smart power, Roscongress Foundation, nucleus and periphery of the global system | | Pages: 58 - 64 |
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