“sanoat va xizmat ko'rsatish sohalarining raqamli transforma t siyasi: tendensiyalar, boshqaruv, strategiyalar” Xalqaro ilmiy-amaliy anjuman

“SANOAT VA XIZMAT KO‘RSATISH SOHALARINING RAQAMLI TRANSFORMATSIYASI: 
TENDENSIYALAR, BOSHQARUV, STRATEGIYALAR”
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Figure 1. Problems in the formation of country branding in Kazakhstan 
(Note - compiled by the author) 
It is important to note that it is not necessary to have a long experience in building the image 
of a particular state. It is quite realistic for a country to form its own brand in a relatively short 
period of time, if there is a clear strategy for how to do this, and the necessary funds are allocated 
for this purpose. For example, Croatia, despite its reputation spoiled by political conflicts of the 
90s of the last century, managed to become a desirable place for recreation and business, thanks 
to the chosen strategy to develop the tourism sector with all its might [6]. 
In general, the study and systematization of the information presented in the analytical 
materials of foreign authors make it possible to form the basic foundations, in the context of 
which the country branding of Kazakhstan should be created:
- stability in all spheres of socio-political life, the stability of the domestic system of power 
and administration, the predictability of Kazakhstan and its openness, which contributes to the 
formation of only those ideas that correspond to reality;
- the attractiveness of the economic system for external investors, associated not only with 
the improvement of state mechanisms for ensuring their rights and guarantees on the territory of 
Kazakhstan, but also with the correct introduction of information to potential investors and 
focusing their attention on the objective advantages of working with Kazakhstan;
- transparency of Kazakhstani society, which is characterized by the preservation and 
strengthening of interethnic peace, interfaith harmony of society, the desire for a dialogue of 
cultures and religions [7]. 
At the same time, I would like to note that one of the important aspects of tourism 
development is event tourism, which, among other things, allows our state to present not only the 
tourism potential of Kazakhstan, but also its history, culture, natural and climatic features, as 
well as a high level of economic and political development. At the same time, one can trace the 
core values that are automatically incorporated into the creation of the brand of Kazakhstan. 
The formation of the brand of Kazakhstan should be based on the national color of the 
Kazakh people, and therefore, it is necessary to carry out systematic work to revive folk crafts 
•lack of a unified program of initiatives in the field of branding
•weak development of the inbound tourism segment, i.е. weak positioning of the country in 
foreign tourism markets as an attractive object of world tourism
•lack of a single state body responsible for the formation and promotion of country branding in 
the republic
•lack of large commercial brands in Kazakhstan, because domestic companies have not yet 
mastered potentially promising niches and have not entered the international market for goods 
and services
•lack of a well-thought-out and permanent policy in the field of external communications
•the absence in Kazakhstan of a public institution engaged in brand formation through public 
diplomacy, for example, such as the Foundation. F. Ebert, International Goethe Institute, British 
Council, etc.

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