Georgia’s political brand in the European Union: building the political product and the political brand

We live in a world full of brands, where the names, symbols, and logos of big corporations, such as McDonald’s, Adidas, and Coca-Cola are extremely recognizable. Nowadays, in the era of globalization, the product development and marketing strategies that were the domain of private companies and corporations are being taken over by the public sector. This unusual exchange of roles causes the state to enter the branding space, and to create an offer that includes the goods and services of national businesses, government, and non-governmental organizations, and also to create a brand. The brand of a state consists of three equal components: a national brand, country brand, and political brand.
Georgia is a “model democratic state” in the South Caucasus, which cooperates consistently with the European Union. The multi-level specificity of this state and the implemented model of systemic transformation, directed the foreign policy and created the state brand towards the West.
The aim of the paper is to present the construction of one of the components of a state brand, the political brand, and to analyze the strategy of political branding in Georgia’s foreign policy created towards the European Union. The author will answer the question of how the political, and economic institutions of Georgia are building the political brand.