Belarusian marketers believe that Belarus should not be associated only with its President Alexander Lukashenko, and raise questions about creating an alternative image of the country of Belarus. "There are many countries with fairly advanced country brands when people do not even know who the head of state is. It depends on the particular personality," the experts say.
According to the head of the Center for Strategic Development «Marketing Systems» Anatoly Akantinov, «Lukashenko brand», whatever he is, don’t let us sit in the shade.» «That’s why we raise this issue in order to intensify other opportunities of Belarus, so that we could be associated not only with Lukashenko, could give him some alternative in a good way. Success in foreign markets always begins with competition at home, and I would have started this competition from the image. It would harden us inside, and would move something more positive to the foreign market,» Anatoly Akantinov said, «Ejednevnik.»
Specialists suggest using the positive aspects of already known brand of Alexander Lukashenko. «This is one of the techniques. Of course, one should say that we have good export, wonderful people and many other values we can be proud of. But if we have the president, whatever he is, we need to use his positive sides, which are sure to be,» Anatoly Akantinov says.
«I would work in the direction of positioning of the existing to something new. It is necessary to analyze the existing negative points and think how to transform them into totally positive ones,» the expert adds.
