Abstract:
The experience of forming "national brand" of the French Republic on the basis of S. Anholt's theory is
considered in the article. The authors take as a basis the study of the idea of "French Brand" originating from
2003, which should contribute to the creation of intangible capital necessary for the formation of the country's
brand. The article reviews the programs created to attract investments and develop tourism and French
production. The importance of cultural policy in forming the country's image is also noted. The role of
cultural institutions and services is also discussed. The work of the French Alliance around the world, the
activity of "Campus France" as a guide between French education and foreign students, as well as the work of
"Unifrance" and "Francophonie", which are representatives of French culture and language, are studied. The
importance of forming "brand cities" is noted. The authors believe that the formation of "national brand" has
a regional character and each region and city is also a "brand". The authors note the importance of creating
new mechanisms that will form the "national identity" of the country's residents, without which it is
impossible to form a prosperous "national brand". Nevertheless, the authors believes that the experience of
the French Republic is quite successful and promising.
