| Abstract [eng] |
The formation of country image in XX century and in the beginning of XXI century was continually changing. In this work we analyzed utilization of alternative means for the creation of image, and effectiveness and purpose of brand as image formation mean. Purpose of the work is to find out alternation of country image in XX-XXI century. Object of the work is country’s image, as a guarantee for the country to reach acceptance of other states and to ensure real country’s reflection abroad. Subject of the work is Lithuania, as a country, which is constantly seeking for positive ways to create image of the country, to maintain it and to find solid system for the formation of country’s brand which would be suitable for all residents of the state. Hypothesis of the work is that for the formation of country image there must be aspect of need, community in reaching for defined purpose, and the communication means, by which image of the country is formed, depend on individual module how country sees itself. After studying image formation modules of big part of countries, after analysis of practice of Lithuanian institutions, we completed these main conclusions: 1. After discussion of historical country’s formation development, we can make a conclusion that means for the creation of country image are not changing. Communication means which were used in the beginning of XX century were more active and composing deeper idea. Means of present time is different by used technologies and by duration of executed work. 2. In big part of analyzed countries, during creation of country image strategy, private ant state sectors had united. 3. In the case of Lithuanian state image hopes are connected with evens which will occur in year 2009. It is expected, that till year 2009 Lithuania will have not only it’s brand, but also all long-lasting strategy for the creation of state image. 5. Executed research showed, that although representatives of business, who are using Lithuania name for the development of business, are satisfied with practice of state institutions, practice isn’t solid and balanced. Representatives of business yet do not believe to gain extra profit from country image, but hopes are set on the creation of country brand, which accordingly to most respondents, would in advance form positive opinion about company itself. |
