Russian Army as a Political Brand
Abstract
The article contains results of the study of the brand of the Armed Forces of Russian Federation in the area of political power. As one of the initiators of the project of Eurasian Union, Russia has demonstrated its unwillingness to be the periphery of Europe, and its will to become a full-fledged actor in the global political process. The artificially provoked Ukrainian crisis has shown the need for a creative response to the traditional and modern challenges and threats - forming the creative national idea as the long-term branding strategy. In national security, where the sovereignty of power is at stake, the army has a key position. In today's society the army as an instrument of policy is not just the art of war, but also the ability of competent representation. Image-technology power results are in line with the latest military equipment. Russian Army as a political brand is capable of filling the value vacuum, linking changes occurred with age-old traditions. Thus, the political brand in the information society is a rapid response to changing priorities of the population.
Keywords:
political brand, political power, national creative idea, Russian army, Armed Forces of the Russian Federation
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Zolov A.V. 2013. Demonizaciya Krasnoj armii kak odin iz trendov zapadnoj istoriografii. - Slovo.ru: Baltijskij akcent. № 4. P. 65-80
Kazimirchik L.V. 2014. Politicheskij brend v usloviyah mediatizacii i virtualizacii sovremennoj publichnoj politiki. - Teoriya i praktika obshchestvennogo razvitiya. Politicheskie nauki. № 13. P. 123-125
Kakaya armiya nuzhna Rossii: vzglyad iz istorii. 1999. - Rossijskij voennyj sbornik. Vyp. 9. M.: Voennyj universitet; Armiya i obshchestvo. 335 p
Mitrohina T.N. 2014. Funkcional'nost' politicheskih proektov: tekhnologii VS ideologii? - Vlast'. № 10. P. 5-13
Nezhdanov D.V. 2011. Politicheskij dizajn kak instrument politicheskoj bor'by. - Vlast'. № 10. P. 97-99
Ol'shanskij D.V. 2003. Politicheskij PR. SPb.: Piter. 544 p
Popov A.K., YUrtaev V.I. 2014. Rossijskij proekt globalizacii. - Aktual'naya Rossiya (voprosy ehkonomicheskoj teorii i praktiki) (pod red. YU.M. Osipova, O.V. Inshakova, M.M. Guzeva, E.S. Zotovoj). V 2 t. M.: Direkt-Media. V. 1. P. 125-139
Radushinskij D.A., Krylova E.A. 2010. Osnovy identichnosti innovacionnogo brenda. - Problemy perekhoda k innovacionnoj ehkonomike. № 2. P. 42-46
CHernyshov A.G. 2014. Vlast' kak cennost'. - Vlast'. № 9. P. 42-49
Shul'ga N.V. 2013. Mifotvorchestvo v sredstvah massovoj informacii. - Koncept. № 03 (mart). S. 1-10. Access: http://e-koncept.ru/2013/13063.htm. (checked 18.06.2015)
Barry A. 2001. Political Machines: Governing a Technological Society. London: The Athione Press. 305 p
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