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citizens and gain popularity in abroad. It is essential that the brand should be based on the
reliable and trustworthy facts.
The national brand determining the state’s economic attraction also plays the leading role the
modern world’s international relations. The national brand should be expressed emotionally in
order to be maximally spread and earn the trust in the potential consumers. Many specialists
do not appreciate the role of brand appropriately in the international relations. For the
successful realization of the country’s national interests politicians should operate according to
the state’s advantages. They should display those products in the first rows which are able to
gain more potential buyers (Van Ham, 2001).
Innovations strengthen and develop capital of brand by forming comparative advantages of the
company on the market. The brand weight goes down during the innovation activity reduction
and vice versa (Osterrwalder & Pigneur, 2013).
Economics innovative development represents very complex and conflicting process, during
which realization emerges such barriers like: rapid alternation of the environment, high
competitive level, advantages uncertainty, consumers pattern thinking etc. The solving of these
difficult problem is mainly possible by right using of marketing and brand management. It
should take into consideration and be based on the real changes taking place in the society,
their aspirations and the winning determinant realistic factors.
During the developing the economics innovative projects by using the brand management
technologies, the speed of market receipt is higher and it results in forming the competitive
advantage. The more additional perceived value of the new product is the faster consumers
adapt it. The innovations provide brand management reinforcement (Phillips, 2012).
Coming out form the above-mentioned Georgia’s as a developing country’s formation of
economics innovation activity, its brand management and country’s image should be discussed
in the tight intercommunication. See picture 1.
Country’s
image
Economics
innovation
Brand
Management
Picture 1. Intercommunication among innovation economics, country’s image and brand management
World’s society attitudes towards the different states among them towards Georgia, in this or
that direction as well as impact on the brands evolution of the states and national brands
foreign political activity is estimated by international ratings (Anholt - GfK Roper Nation Brand
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