Ecosystem approach to improving the country’s international competitiveness

This article aims to present the macroecosystem of the country's branding as a tool of ensuring its international competitiveness. The historical narrative of the formation of the concept of «macroecosystem of the country branding» is presented, and an appropriate model is proposed that has the prospect of being applied to streamline private theoretical and applied research of country branding. The tasks of improving the country's branding are formulated and the directions offurther research are outlined.