Kazakhstan brands National identity in the context of globalization

Abstract

In the context of globalization processes, it is very important to preserve national identity. This topic is considered in the works of many researchers, which is extremely reasonable and relevant. National identity allows not to merge in a wide variety of international markets. The purpose of this study is to display clear identification characteristics of domestic goods and services that will be of high value in the international market taking into account world trends and will bring objective benefits within the country. The authors of the article present the relationship between the concepts of national identity and the country’s brand in the international market through highlighting the identical characteristics of the produced and promoted domestic goods and services. The presented paper provides an overview of the umbrella brands of domestic producers, focused on large export markets, and also offers to consider the analysis of domestic commercial brands with reference to national identity. This allows authors to conclude on potential brands for inclusion in an umbrella promotion to international markets, identify bottlenecks and opportunities.
Key words: national identity, globalization, country branding, umbrella brands.