Pozycjonowanie i rebranding jako narzędzia bezpieczeństwa państwa w przestrzeni globalnej

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Ihor Ishchenko
Olena Bashkeieva

Abstrakt

Celem artykułu jest zbadanie pozycjonowania i rebrandingu jako narzędzi zapewniających bezpieczeństwo państwa w przestrzeni globalnej przy użyciu konstruktywizmu w stosunkach międzynarodowych. Hipoteza zakłada, że pozycjonowanie kraju jako bezpiecznego byłoby atrakcyjne tylko wtedy, gdy istnieć będzie czynnik jednoczący oparty na zasadach demokracji konsocjonalnej. Aby sprostać temu założeniu, autorzy zastosowali szereg perspektyw i metod naukowych: konstruktywizm jako paradygmat naukowy; metodę dialektyczną; metody analizy treści i porównawczą. W artykule omówiono następujące kwestie: pozycjonowanie i rebranding w nowoczesnych warunkach; poziom skuteczności brandingu na Ukrainie; tożsamość narodowa jako podstawa rebrandingu i bezpieczeństwa państwa; rebranding państw w obliczu nowych wyzwań i zagrożeń. Wnioski są następujące: państwa wybierają partnera do współpracy gospodarczej w trudnych warunkach, szacując ryzyko polityczne, korzyści i koszty. Trend ten polega na aktualizacji pozycjonowania i rebrandingu w celu ułatwienia podejmowania decyzji o współpracy. Skuteczność istniejącego brandu państwowego zależy nie tylko od stworzenia atrakcyjnego zewnętrznego pozycjonowania kraju. Bez prawdziwego dostosowania deklarowanego brandu do faktycznego statusu państwa, jego systemu politycznego jako całości, a także głównych struktur politycznych i środowiska społecznego, brand nie będzie atrakcyjny dla inwestorów, a państwo pozostanie w niestabilnym środowisku.

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Ishchenko, I., & Bashkeieva, O. (2021). Pozycjonowanie i rebranding jako narzędzia bezpieczeństwa państwa w przestrzeni globalnej. Środkowoeuropejskie Studia Polityczne, (2), 99-117. https://doi.org/10.14746/ssp.2021.2.6
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Biogramy autorów

Ihor Ishchenko, Oles Honchar Dnipro National University

Ihor ISHCHENKO – Doctor of political sciences, Professor, Head of International Relations Department, Oles Honchar Dnipro National University, Ukraine. Deputy chief editor of “Philosophy and political science in the context of modern culture” (Dnipro, Ukraine), and member of The Editorial Board of The Scientific Journal “Mediaforum: Analytics, Forecasts, Information Management” (Chernivtsi, Ukraine). Author / co-author of five monographs (in the sphere of political instability, international relations) and more than 80 academic articles. Scientific interests: national and international security, the use of synergy and modeling for analysis, forecasting of domestic politics and international relations, factors of stability / instability of political institutions, new political and institutional theory.

Olena Bashkeieva, Ukrainian State University of Chemical-Technology

Olena BASHKEIEVA – PhD in Philosophy, Associate Professor. Associate Professor at the Department of Philosophy and Ukrainian Studies, Ukrainian State Chemical-Technological University, Dnipro, Ukraine. Her research interests are mental revolutions and identification of subjects in the mental space, methodology of constructivism in international relations, axiology of instability in modern international relations. The author/co-author of two monographs (рhilosophical and сultural discourses of the mental changes of modern being) and more than 50 academic articles.

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