Exploring National Brands in the Field of Education: The Case of Kazakhstan

Ibraimova L. Koyanbekova S. Ryskulbek D. Moldagali B. Serikova S.
2023 Association for Social Studies Educa

Journal of Social Studies Education Research
2023 #14 Issue 2 97 - 117 pp.

National brands of the Kazakh people are insufficiently researched based on the special criteria for defining the concept of a brand from a scientific perspective. This article is relevant in this context. Interest in branding and its formation is a topic staying relevant. It is a driving force behind globalization and international competition. The brand is recognized as attracting tourists and investors, strengthening business, forming the countrys image, and achieving international supremacy. The study of the national brand in the field of education is also critical. In particular, it is necessary to identify national brands through associative studies for economics and tourism students. The article analyzed the concepts recognized as national brands of the Kazakh people. The frequency index of the words recognized as Kazakh national brands was determined. According to the word stimulus, Kazakhstan, homeland, peaceful, independent country, and What is the Kazakhstani brand? National cuisine and art forms were the most answered. The experience of identifying the association has shown that using national characteristics, art, national food, and national clothes in everyday life as a national brand is not accidental. The mental characteristics and culture of the Kazakh people in the formation of a brand were determined during the research. They were introduced in the domestic and world markets, stabilized in the minds of consumers, and explained in the education system, marketing, and tourism. This situation would impact their use in the field.

Association , brand formation , Kazakhstani market , national brand , national culture

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Kazakh State Womens Pedagogical University, Institute of Philology, Almaty, Kazakhstan
Satbayev University, Project Management Institute, Almaty, Kazakhstan
Abai Kazakh National Pedagogical University, Laboratory for the analysis of pedagogical technologies, Almaty, Kazakhstan

Kazakh State Womens Pedagogical University
Satbayev University
Abai Kazakh National Pedagogical University

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