Branding Kazakhstan Through Sport

Abstract

Nowadays every country in the global competition, wants to take over the high bar in the promotion of the attractiveness of its territory through the establishment of its own brand, through major sporting events, which will be strongly associated with their country. Sports branding can give the country a future platform for building their own brand of the state. Moreover, the positive effects of sport-branding will be extended automatically on a variety of aspects of the state: the political system in the country, policy makers, business, the general population, tourism, etc. The main opportunity that makes the sports branding for government officials - is improving the image of an entire country and its leaders, with all its consequences through winning athlete, team or country, and most importantly through the formation of large (branded) sporting event on its territory. Through the literature review, the idea and importance of brand management and nation brand management, especially in relation with Kazakhstanis sport, has been proven. In this study the role and potential sport has in nation branding has been shown through various examples. And, current and desired brand Kazakhstan has been reviewed. To investigate brand strategy of Kazakhstan and analyze implemented projects I conducted semi-structured interviews with independent branding expert from Kyrgyzstan and experts, who are involved in sport projects of Kazakhstan. The research concluded that Kazakhstan is in the process of brand formation, but it is too early to assume the existence of the comprehensive brand of the country. Research also provides recommendations on how to make brand campaign more efficient