Scientific-theoretical approaches to the assessment of national brands
The object of research is national brands of countries as the highest form of the hierarchy of territorial branding. The subject of the research is scientific-theoretical approaches to the evaluation of national brands of countries. The purpose of the study is to compare existing approaches to the evaluation of national brands, to identify their advantages and disadvantages, which in the future studies will help to shape the brand-oriented development strategy of Ukraine. Methods of research: statistical analysis, structural geographic analysis, comparative analysis. Results of work and conclusions. The article deals with the comparative analysis of existing approaches to the assessment of national brands. The following national brand rating methods have been explored: NBI<sup>SM</sup> Anholt-GfK, BrandFinance and FutureBrand ratings. Negative consequences of country branding as risks of national brand development are analyzed. A special place in the study was singled out to analyze the role of branding in Ukraine. The conclusion is drawn about the necessity of forming a national brand taking into account the potential risks of its development. Novelty: The risks of country branding are considered. The classification scheme of risks arising from the development of national brands is proposed.