HISTORICAL NARRATIVES AS A FACTOR OF BRANDING AT THE MACRO LEVEL: THE NEED TO TAKE THEM INTO ACCOUNT WHEN IMPLEMENTING STATE POLICY IN THE SPHERE OF MARKETING AND BRANDING

A study of the theoretical foundations of state policy in the field of marketing and branding was carried out in the context of the need for its activation and consideration of historical narratives as a factor in brand formation. It has been found that almost all states with developed economies pay more and more attention to the state policy in the field of marketing and branding as a factor of competitive advantage. The question of the activation of such a policy in Ukraine, first of all, the creation and promotion of the state brand (national brand) is also gaining special relevance. It is noted that, in general, the brand of the state should be understood as a unique combination of values, mainly a positive image, which indicates an appropriate image, high quality and good reputation among the public and a set of all feelings, thoughts, associations, ideas, memories and emotions that arise in a person when this. It is emphasized that when forming a brand, it is appropriate to appeal both to the past (national history, historical memory, cultural and historical heritage, success stories of the country, historical and ethnographic cultural diversity of regions, etc.), and to the future (innovations, own successful business, ecosystem of startups, achievements in culture and science, moral values, etc.)". It is indicated that the role of history and its interpretation, cultural-historical heritage and historical-cultural factors and values in general in the formation of a brand has not been sufficiently investigated. Of course, the national historical narrative (grand narrative), that is, information about the past, its interpretation, a system of concepts and symbols related to it, a set of ideas, real and fictional (mythologized) events, etc., is one of the key elements of the state brand. It is noted that the manifestation of the historical grand narrative should be the history of the process of state formation, first of all, the history of the beginning of the formation of statehood (awareness of the entire glorious thousand-year history of state formation and the historical-ethnographic cultural diversity of the regions of the state). A set of measures to change certain elements of the brand and highlight historical and cultural narratives as features of the state can also be considered as a rebranding process. It is indicated that a targeted policy aimed at creating a successful brand of the state can, first of all, positively influence the creation of a friendly moral and psychological climate in society and the formation of positive thinking and emotions, as well as the expectations, motivation and actions (behavior) of economic entities.