Positioning and Rebranding as a State Security Tools in Global Space

Abstract

The purpose of this article is to explore positioning and rebranding as tools for state security in global space, using the methodology of constructivism in international relations. The author hypothesizes that positioning the country as safe will be attractive only if there is a unifying factor based on the principles of consocial democracy. To achieve this purpose, the authors used several scientific approaches and methods: constructivism as a scientific paradigm; dialectical method; content analysis, and comparison. The article covers the following issues: Positioning and rebranding in modern conditions; Level of branding effectiveness in Ukraine; National identity as the basis for rebranding and state security; Rebranding states in the face of new challenges and threats. The essence of the conclusions is as follows: States will choose a partner for economic cooperation under difficult conditions in terms of political risks, benefits, and costs. This trend is about renewed positioning and rebranding to facilitate decisions on cooperation. The effectiveness of the existing state brand depends not only on creating an attractive external picture of the country’s positioning. Without a genuine alignment of the declared brand with the internal situation of the state, the political system as a whole, the congruent of the mental construct of the main political structures and the social environment, the brand will not be attractive to investors and the country will remain in an unstable environment.