Экономические науки/6.  Маркетинг и менеджмент 

Beizhanova A.T., Rysbayeva B.B.

Al-Farabi Kazakh National University, Kazakhstan

THE IMPORTANCE OF INTEGRATED MARKETING COMMUNICATIONS WHEN FORMULATING A BRAND IN THE REPUBLIC OF KAZAKSTAN

 

Currently, any state or city   in accordance with the requirements of the new generation, eager to create their own brand. Because,  the "specific brand" of the state will be able to overcome all obstacles and increase the competitiveness of the country. Any person with a positive view about  a state  which indicates  the country's place in the international arena, the structure of the state, the opinion of  the influential people of the country, based on the country's political leaders and the public. And a state that could create a positive image for foreign people  in any country is attractive to tourists or investors, so they tend to invest firmly, without thinking  in the economy of the country.

Each state has its own unique, in this sense, which is based on  the located in the geographical area of ​​the country, the structure of the economic system of the country, political and social processes, culture, religious views and traditions and have impact to create a national brand completely. Brand creation is a problem for every state of the country. The state is like a company for foreign citizens and foreign companies it is  a single commodity, that is the center of tourism, business management, or as a place to invest. Attracting foreign capital to the country the country should have  own unique, popular and, most importantly, a positive image. 140 countries all over the world issued their own state brand, and in such countries, including Argentina, Germany, Australia, Cyprus, Mexico, Spain, Croatia, Estonia, Slovenia, Egypt, Czech Republic, Thailand and other countries. These countries both inside and outside the borders of the state border in accordance with the rules of the country to promote the brand.

In the difference between the country brand  of the items and  the person's brand -   brand which is created, formulated  in the country, they  can be any state  brand attributes. With the image of the country affects others all over the world we should  make it a source of much better use of all the brand attributes and development. For example, By producing the commodity which is different from your the culture, but with high quality and competitive-high in the global production of the brand we can make state brand more popular. For example, fifty-sixty years ago Japanese goods  were not at all popular in the world. Even the world  assesed  them as low quality products like chinese nowadays. This situation changed in the early 1980s, Japanese products that were received as quality, innovative products. "Made in Japan" the word made a great impression on the minds of the world community, in the end, turned out to be the quality of any product from Japan. Is the status of the country's consumption of the products for others. And that there is a Japanese brand, which indicated that products  have  even higher level.

In general,through  the analysis of creating a brand experience of the foreign country , the importance of the formation of the country's brand can be specified as follows:

-  social and political stability in all areas of life;

-  strengthening of the internal state of the system and management;

-  foreign investors' interests, and to expand the country's economy and to the development of the information system, the attention of potential investors in the country and objective performance;

-  positive change in the public perception and confidence in the peace and security of the country and the increase in the interest of national values;

- development of tourism in the country and the increase in the number of foreign tourists coming to the country and others.

Connected with the creation of branding and image of the country for the first time the British Simon Anholt. It was in the 90s of the twentieth century English "brand management" in the magazine "country branding" concept is used for the first time. S.Anholt countries and nations in 1998 would be equal to the items and brands wrote. As he continued  their opinions in the field of branding in 2002, the modern system of national brand in the country, consisting of six elements of the brand and include the of the following factors: tourism, exports, policy, investment, culture and human capital [1]. The original of Anxolt the scheme shown in the image below (photo 1):

 

Photo 1 - a national brand factors proposed by Simon Anholt

 

    S. Anholt any material or non-material commodities in his writings is considered to be an important factor in the sale of goods-producing country [1]. The creation of a positive image of the country and the formation of its brand - is a powerful tool to increase the interest of the domestic producers of good, because the brand is the source of many benefits of investment provides a unique way and the long  rapid development of the country. At the same time, the side  of the brand's best - it allows you to create a base of many of the loyalty of consumers. Therefore, the country with the formation of a brand, not only to attract tourists, but also its national values and will support the further development of the products.

Every country has its own history, national values and features. During the creation of a national image as them are  key tools to determine the attributes of the country. Attribute - a sign of special items, stable quality, an integral part of the system. Having  a lot of brand attributes gives the  priority to the development of the country: an increase in the popularity and reputation of the country, investors' confidence, the international political influence and increase in the rating, the growth of exports of goods and services, the development of domestic tourism, etc. Each attribute that associated with country brand can be the basis for the formation of national identity.

According to the scheme of  S.Anholt national brand attributes of the Republic of Kazakhstan are under as follows (photo 2):

 

 

 

 

 

 

 

 

 

 

 

 

 


Photo 2 - brand attributes of the Republic of Kazakhstan

(designed by the author)

 

The formation of country brand of  the Republic of Kazakhstan, as the main attributes are as follows:

­    Tourism. Geographical location of the Republic of Kazakhstan, the nature of the state, which is very convenient. The country's climate is stable, so the state is rich in natural resources;

­    Country brand  often associated with the person who are famous. Recognized in the world at the level of culture and sports professionals, scientists and researchers, representatives of the authorities and they are very much associated with the name of the state. President of the Republic of Kazakhstan Nursultan Nazarbayev recognizes the countries of the world. At the same time, the great Kazakh writer Abai Kunanbaiuly works translated into several languages of the world, a large number of distributed print. During the creation of the country's brand image of the country, the best solution is to connect people in it;

­    Customs and traditions is  the Kazakh heritage of ancient ancestors. Every year, the country's new master, which in Nauryz holiday display patterns that country, and an integral part of the national cuisine and drinks in the country;

­    Astana - the capital of the Republic of Kazakhstan. Astana international significance in various forums, conventions and other events has become  the center of the Eurasian continent. Several times over the last few years, the national capital, was the center of attention of the world community. Congress of Leaders of World and Traditional Religions in Astana, Astana Economic Forum and other important international events are held on a regular basis. Historical OSCE Summit in Astana in December 2010, was the anniversary of the SCO and the OIC summits. At the beginning of the year ,in 2011, the city received the guests and participants of the VII Winter Asian Games. Currently Astana "Expo-2017" international exhibition and it is one of the main candidates for participation in the tender for carrying out [2]. At the same time, the city of Almaty is the main financial center in the country. Most of the investments directed in the country in this part of the city; Sporting events in the country, the development of science and education in accordance with international standards, pay special attention to the prosperity of the culture. At the same time, a measure of EXPO 2017 and at the international level in the collection and organization of the country holding the OSCE Summit VII Asian Winter Games will raise the level of the country; One of the goals of building a brand for the production of goods which enables our products to be sold in other state in the country to gain markets;

­    Each of the country's political stability due to the ongoing programs and laws.

However, the creation of the country_ brand is very complex and requires _ comprehensive search process. And, at the moment, taking into account the people who rejected the traditional means of communication, we believe that it is necessary to use an integrated marketing communications. Because nowadays conventional methods is ineffective for the future. Only an integrated marketing communications will convey a deep sense of the effectiveness of information.

Integrated marketing  communication- united by a common means of communication is a marketing move, the target audience of bilateral and planned communication to influence them to act in a unified multi-channel communications [3].

       Integrated marketing  communication communications provides the following functions:

­    Strategic function - to control - actions of all communication, will create and maintain - reputation of the organization;

­    Image function - all means of communication directed to create a unique image of the organization;

­    Reputation of the function of the intangible assets provides the power of communication;

­    Marketing function- adaptation to the market and sales organization, the conquest of new market segments and create plans to preserve the current situation and to make the right decision;

­    Control function - creating a positive relationship with the external environment of the organization, to ensure the coordination of internal and external communications;

­    Affect the elements effectively and economically on marketing communications.

­    Management and control of all elements of marketing communications;

The implementation of an integrated marketing communications function efficently provides a target result [4];

         Brand positioning and communication policy in the stability of the common interests of the people shall be made in accordance with the agreed strategy. Thus, combining all means of communication, the country will be able to create an efficient program of building a brand.

The formation of country's brand in the Republic of Kazakhstan,  is characterized by the use of an integrated marketing communications in the following graphic (Photo 3):

 

 

 

 

 

 

 

 

 

 

 

 

 

 


Photo 3 - In formation of country brand by using  an integrated marketing communications

(designed by the author)

 

         To formulate country brand in the RK we must use the means of integrated marketing communication including advertising ,PR, exibitions and fairsand the resources of internet which are the most best efficient options. Advertising independent of the current state of the Republic of Kazakhstan, using the highly developed country is different and unique nature of the tourism industry, the country will have the opportunity to introduce. At the same time, with the sponsorship of the events organized in the country at the international level, the point is slightly ahead of the economy. As well as taking part in various exhibitions and fairs are organized in the countries of the world, we can show the history of the country and national values. Today, which is the most efficient tool for broadcasting on the Internet using the resources of the country will be able to provide the formation of positive reviews.

         Finally, the Republic of Kazakhstan is the fastest growing state to the future in any field. Today, in an attempt to compete with  the world's largest countries  shows evidence that country  is holding the right position. However, the country of the need for the formation of the brand is the priority . Because of any person's attitude toward the state, that is formed by information supplied and unique features of the country. In this context, the importance of an integrated marketing communications - a combination of all the channels of communication, will be directed to only one goal. Country of creating a brand name associated with each attribute. In this context, the in formation of of the country's brand by  rational communication instruments: advertising, public relations, exhibitions and fairs and the use of the Internet allows you to open the main feature of the  Republic of Kazakhstan clearly.

 

References:

1.   Каленова С.А. История зарождения странового бренда // Журнал «КазЭУ Хабаршысы». – 2012. – № 6

2.   http://www.akorda.kz/  Official site of the President of the Republic of Kazakhstan.

3.   Алмакучуков К. М. Платформы коммуникационной интеграции в туризме // Маркетинг в России и за рубежом. № 6. 2004.

4.   Барежев К.В. Интегрированные маркетинговые коммуникации: сущность, функции, компоненты // Социология и право -  2011. - № 4 (10). - С. 23-29;