ОСОБЛИВОСТІ ВИКОРИСТАННЯ ТЕХНОЛОГІЙ РЕПУТАЦІЙНОГО МЕНЕДЖМЕНТУ У ЗОВНІШНЬОПОЛІТИЧНОМУ ПОЗИЦІОНУВАННІ ДЕРЖАВИ

Abstract

The article is devoted to the peculiarities of reputation management instruments
application in the state foreign policy positioning. The main subject is country reputation,
its measuring and managing. Nations today are increasingly concerned with
their reputation relative to other nations. The main instrument in country reputation
research is the Fombrun – RI Country Reputation Index («CRI») based on Rep-
Trak™ model worked out by Reputation Institute. CRI consists of adapted dimensions
with appropriate instruments. Measuring country reputation is supposed to
use three-stage process, which incorporated conducting a diagnostic review of the
country’s current state, identifying its desired future state, and ensuring a smooth
transition to the desired future state.