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Modern development of the information society and communications research issues updated symbolic politics. This, in turn, requires a careful analysis of the nature and impact of symbols in terms of mediatization of political reality. Politics becomes not merely symbolic, symbolic reality transforms the political sphere to the sphere of production characters. These trends lead to increasing search for new theoretical and methodological approaches to determine the impact on the process of designing characters and play politics in terms of informational reality.The research problems of symbolic politics expands scientific understanding of information and communication of the political process, including an in-depth understanding the role of the media in the process of symbolic play world of politics.Thus, symbolic politics takes on a new dimension and the specific characteristics of the operation in information and communication space. So, the purpose of this article is to determine the impact the symbolization on the individual and mass political consciousness of citizens in an increasingly mediatization political reality.Symbols are the inherent part of the policy. The main feature of symbols is an infinite number of internal values, implemented in external manifestations. This ensures that the symbol conveys information instantly without going through all the obstacles to its critical thinking recipients. Therefore, it should be noted that political symbols – powerful repeater in the discursive practices of interaction of political actors, including government officials, citizens and society.Symbolic experience spans a variety of areas ideas, values, traditions, norms of behavior of the individual and the group. Symbolic politics as a special kind of political communication is based on various means – mass media products, artifacts, ideological constructs, political messages. Thus, symbolic politics is not only the effect of the use of symbols, but the action itself stands as a symbol.Thus, in terms of the growing influence of the information environment and the role of the media in the interaction between society and government policy becomes more symbolic. For example, the use of symbols for the purpose of forming a positive image of the government as a result there is a «difference» between the symbolic and the real part of the authorities. This effect associated with negative trends. However, distinguish and positive aspects such as the consolidation of society, simplify articulation interests, political education of citizens because of using symbolic politics. ; В статье освещаются основные подходы к трактованию природы символической политики. Особое внимание уделяется рассмотрению специфики использования средств символизации в условиях усиливающейся медиатизации политической действительности. Анализируются способы манипулятивного использования символической политики с учетом влияния на индивидуальное и массовое политическое сознание. ; У статті висвітлено основні підходи до трактування природи символічної політики. Особливу увагу приділено розгляду специфіки використання засобів символізації в умовах медіатизації політичної дійсності, що невпинно зростає. Аналізуються засоби маніпулятивного використання символічної політики з урахуванням впливу на індивідуальну та масову політичну свідомість.

There is actual problem in the modern world associated with competitive advantage, positioning the image of the state, its political system and separate territorial- administrative units (cities, regions, historical provinces) in the political environment as the direction of current foreign policy. Creating a positive image and brand is one of the key problems for every modern country. This process in the present conditions is becoming increasingly important. A positive image is an effective means of transformation, improving the status and prestige of the state and its investment attractiveness. Brand state promotion (creating a positive image) is significant issue for modern Ukraine and its regions with target to increase its competitiveness.Globalization and global integration increase the requirement for the use of interdisciplinary methodological approaches and methods for the analysis of modern politics. Especially - it concerns such thing as 'state branding', it is studied by specialists in public administration, marketing, political geography, regional studies, geopolitics and political science.The aim of the article is to summarize the essence of the concept of 'state branding' taking into consideration the different scientific approaches to the interpretation of the content of the concept .The term 'branding' came into political science from scientific research in the field of commercial marketing on creating a propitious image of the nation, the government, the states and this approach became widespread.The concept of 'brand' (from English word brand –'stamp, mark') is defined as a well-known name positively identified and perceived environment, and thus becomes more respected and popular. That is why branding is responsible for the process of creating, implementing and strengthening the brand. So branding - the process of forming and brand management, that is an activity aimed at creating sustainable ideas in the mind of the subject.At once after originated the business branding began the concept of state branding, according to Simon Anholt it is a systematic process of harmonizing the actions, behavior, innovation, investment, and the country's communications strategy for the successful implementation of competitive identity. An example is the cooperation of the government on borrowings and investments to the country. Thus state branding - the process of creation and promotion through international media brand to consumers and country counterparts.Broadly, 'state branding' consists of governmental and regions actions with aims to marketing areas and sectors they represent. The concept is associated with the policy of formulation and implementation of the state brand, as a combination of emotional and rational concepts, and therefore need of a harmonious combination of national and local (regional) features uniqueness, otherness and attractiveness.Branding states as 'political brand' is used in relation to political institutions, persons and events in the case of uniqueness, originality, awareness, recognition and high reputation.Thus, political science measurement concept 'branding state' leads to the following conclusions:Firstly 'state branding' - the process of positioning the country, creation, creation of 'brand state', and therefore directly linked to its national interests and based on clearly defined values, priorities, positioned in the political environment;Secondly 'state branding' - a state political activity with aims to provide its information in the presence of wide circles awareness through reflection in the mass consciousness of its exclusive local differences;Thirdly 'state branding' can provide the state and territory opportunity to become a force of influence, broadcast their own decisions and increase their tangible and intangible resources and consists of various components of economic, political, social and cultural character and is a combined measure of recognition and success of its actions on internationally, assessing foreign public opinion about the country;Fourthly its essence is to create a positive image of the country that displays originality, unique and original characteristics of the area and the communities that are well known and have received public recognition. ; В статье освещаются основные подходы к трактованию понятия «брендинг государства». Суть которых заключается в том, что «брендинг государства» – это процесс позиционирования страны, создание, формирование «бренда государства», а потому напрямую связанный с ее национальными интересами и основывается на четко определенных ценностях, приоритетах, которые позиционируются в политической среде. ; У статті висвітлено основні підходи до трактування поняття «брендинг держави», суть яких полягає в тому, що «брендинг держави» – це процес позиціонування країни, створення, формування «бренду держави», а тому напряму пов'язаний з її національними інтересами і ґрунтується на чітко визначених цінностях, пріоритетах, що позиціо-нуються в політичному середовищі.