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Each country seeks to create a unique national brand that discloses its identity and image, and helps other nations to uncode its economic, cultural, political and other strengths. Nation branding is one of the processes for image formation and development, and the aim of image is to stimulate exports, attract tourism flows and investments, and create positive perception in international level. Nation branding is important not only for popularization of nation brand externally, but also for formation of residents' attitudes towards the country, for internal image and reputation. In other words the effect of nation branding is dual. The intensifying interest of scholars and practitioners from different fields in nation branding conditions the emergence of interdisciplinary studies that leads to a better understanding of this phenomenon. The idea that nation image creation and strengthening in geopolitical space depends on synergy of nation branding and public diplomacy is reasoned in this paper. The synergy of nation branding and public diplomacy disclose a contemporary effect and complementary of these different processes.

Each country seeks to create a unique national brand that discloses its identity and image, and helps other nations to uncode its economic, cultural, political and other strengths. Nation branding is one of the processes for image formation and development, and the aim of image is to stimulate exports, attract tourism flows and investments, and create positive perception in international level. Nation branding is important not only for popularization of nation brand externally, but also for formation of residents' attitudes towards the country, for internal image and reputation. In other words the effect of nation branding is dual. The intensifying interest of scholars and practitioners from different fields in nation branding conditions the emergence of interdisciplinary studies that leads to a better understanding of this phenomenon. The idea that nation image creation and strengthening in geopolitical space depends on synergy of nation branding and public diplomacy is reasoned in this paper. The synergy of nation branding and public diplomacy disclose a contemporary effect and complementary of these different processes.

Each country seeks to create a unique national brand that discloses its identity and image, and helps other nations to uncode its economic, cultural, political and other strengths. Nation branding is one of the processes for image formation and development, and the aim of image is to stimulate exports, attract tourism flows and investments, and create positive perception in international level. Nation branding is important not only for popularization of nation brand externally, but also for formation of residents' attitudes towards the country, for internal image and reputation. In other words the effect of nation branding is dual. The intensifying interest of scholars and practitioners from different fields in nation branding conditions the emergence of interdisciplinary studies that leads to a better understanding of this phenomenon. The idea that nation image creation and strengthening in geopolitical space depends on synergy of nation branding and public diplomacy is reasoned in this paper. The synergy of nation branding and public diplomacy disclose a contemporary effect and complementary of these different processes.

Each country seeks to create a unique national brand that discloses its identity and image, and helps other nations to uncode its economic, cultural, political and other strengths. Nation branding is one of the processes for image formation and development, and the aim of image is to stimulate exports, attract tourism flows and investments, and create positive perception in international level. Nation branding is important not only for popularization of nation brand externally, but also for formation of residents' attitudes towards the country, for internal image and reputation. In other words the effect of nation branding is dual. The intensifying interest of scholars and practitioners from different fields in nation branding conditions the emergence of interdisciplinary studies that leads to a better understanding of this phenomenon. The idea that nation image creation and strengthening in geopolitical space depends on synergy of nation branding and public diplomacy is reasoned in this paper. The synergy of nation branding and public diplomacy disclose a contemporary effect and complementary of these different processes. ; Kiekviena šalis siekia sukurti unikalų nacionalinį ženklą, rodantį jos identitetą ir įvaizdį, padedantį kitoms pasaulio šalims atkoduoti jos stiprybes ekonominiu, kultūriniu, politiniu ir kt. požiūriais. Šalies ženklodara yra vienas iš įvaizdžio formavimo ir vystymo procesų, o įvaizdžio tikslas – stimuliuoti eksportą, pritraukti turizmo srautus, investicijas ir sukurti teigiamą šalies suvokimą tarptautiniu lygmeniu. Šalies ženklodara svarbi ne tik šalies ženklui populiarinti išorėje, bet ir šalies gyventojų nuostatoms valstybės atžvilgiu formuoti, taip pat jos vidiniam įvaizdžiui ir jos reputacijai atskleisti. Kitaip tariant, šalies ženklodaros efektas yra dvilypis. Įvairių sričių mokslininkams ir praktikams labiau domintis šalies ženklodara, sąlygojami tarpdisciplininiai tyrimai, kurių rezultatai leidžia geriau suprasti šį fenomeną. Straipsnyje pagrindžiama idėja, kad nacionalinio įvaizdžio sukūrimas ir įtvirtinimas geopolitinėje erdvėje priklauso nuo šalies ženklodaros ir viešosios diplomatijos simbiozės, kuri, autorių nuomone, atskleidžia šių skirtingų procesų veikimą laiku ir komplementarumą.

Each country seeks to create a unique national brand that discloses its identity and image, and helps other nations to uncode its economic, cultural, political and other strengths. Nation branding is one of the processes for image formation and development, and the aim of image is to stimulate exports, attract tourism flows and investments, and create positive perception in international level. Nation branding is important not only for popularization of nation brand externally, but also for formation of residents' attitudes towards the country, for internal image and reputation. In other words the effect of nation branding is dual. The intensifying interest of scholars and practitioners from different fields in nation branding conditions the emergence of interdisciplinary studies that leads to a better understanding of this phenomenon. The idea that nation image creation and strengthening in geopolitical space depends on synergy of nation branding and public diplomacy is reasoned in this paper. The synergy of nation branding and public diplomacy disclose a contemporary effect and complementary of these different processes.

Each country seeks to create a unique national brand that discloses its identity and image, and helps other nations to uncode its economic, cultural, political and other strengths. Nation branding is one of the processes for image formation and development, and the aim of image is to stimulate exports, attract tourism flows and investments, and create positive perception in international level. Nation branding is important not only for popularization of nation brand externally, but also for formation of residents' attitudes towards the country, for internal image and reputation. In other words the effect of nation branding is dual. The intensifying interest of scholars and practitioners from different fields in nation branding conditions the emergence of interdisciplinary studies that leads to a better understanding of this phenomenon. The idea that nation image creation and strengthening in geopolitical space depends on synergy of nation branding and public diplomacy is reasoned in this paper. The synergy of nation branding and public diplomacy disclose a contemporary effect and complementary of these different processes. DOI: http://dx.doi.org/10.5755/j01.ppaa.12.3.4252 ; Kiekviena šalis siekia sukurti unikalų nacionalinį ženklą, rodantį jos identitetą ir įvaizdį, padedantį kitoms pasaulio šalims atkoduoti jos stiprybes ekonominiu, kultūriniu, politiniu ir kt. požiūriais. Šalies ženklodara yra vienas iš įvaizdžio formavimo ir vystymo procesų, o įvaizdžio tikslas – stimuliuoti eksportą, pritraukti turizmo srautus, investicijas ir sukurti teigiamą šalies suvokimą tarptautiniu lygmeniu. Šalies ženklodara svarbi ne tik šalies ženklui populiarinti išorėje, bet ir šalies gyventojų nuostatoms valstybės atžvilgiu formuoti, taip pat jos vidiniam įvaizdžiui ir jos reputacijai atskleisti. Kitaip tariant, šalies ženklodaros efektas yra dvilypis. Įvairių sričių mokslininkams ir praktikams labiau domintis šalies ženklodara, sąlygojami tarpdisciplininiai tyrimai, kurių rezultatai leidžia geriau suprasti šį fenomeną. ...

Unstable marketys of today pose challenges to the ways of value creation and competitiveness,"Co-creation involves both profound democratization and decentralization of value creation, moving it from centralization inside the firm to interactions with its customers, customer communities, suppliers, partners and emploees, and interactions among individuals"(Ramaswamy, Gouillart, 2010, p. 29). [.]

Unstable marketys of today pose challenges to the ways of value creation and competitiveness,"Co-creation involves both profound democratization and decentralization of value creation, moving it from centralization inside the firm to interactions with its customers, customer communities, suppliers, partners and emploees, and interactions among individuals"(Ramaswamy, Gouillart, 2010, p. 29). [.]

Unstable marketys of today pose challenges to the ways of value creation and competitiveness,"Co-creation involves both profound democratization and decentralization of value creation, moving it from centralization inside the firm to interactions with its customers, customer communities, suppliers, partners and emploees, and interactions among individuals"(Ramaswamy, Gouillart, 2010, p. 29). [.]

Unstable marketys of today pose challenges to the ways of value creation and competitiveness,"Co-creation involves both profound democratization and decentralization of value creation, moving it from centralization inside the firm to interactions with its customers, customer communities, suppliers, partners and emploees, and interactions among individuals"(Ramaswamy, Gouillart, 2010, p. 29). [.]

The goal is to show the role of municipal administration when solving such sore social problems as pupils and students' catering, network of trade and service enterprises, and its dislocation in the country. According to the research made the present situation and possible ways of their solution are analyzed. The investigation data show some improvement in the dislocation of trade, catering, and household service enterprises.The current law of municipal administration does not solve the problem of adjusting the system of trade and service.The government, municipal administrations have to create similar conditions to all inhabitants to purchase goods, to get the service they wish. It means these and some other state institutions have to coordinate the creation of the systems of trade service and service rendering. The experience of European countries shows that the improvement of the above mentioned systems is not left to itself, i. e. to market self-regulation.It is suggested to prepare the conception of trade and service system that would be more detailed in separate programs. The authors agree with F. Tannery that the sphere of service having been highly increased it is necessary to have its development strategy the three dimensions of which - territory expansion, coordination of service activity, and substantiation of service development - are to be taken into account when creating it. The strategies of service development should be of state and local levels as well.Planning of the development of state territory creates the conditions to have equal conditions of living all round the country, to form the policy of the development of residential areas and infrastructure systems, etc. The state leads the coordination strategy determining the priorities of economic activity and making the certain preconditions to carry out such the activity. Town authorities (municipal administration and council) affirm and accomplish the general plan of territory development in which the development of industrial activity, residential areas, recreation zones, etc. are considered. The municipal administration ought to consider the necessity of the development of service infrastructure. To fulfill this one has to use economical and financial possibilities of the market economics. ; Straipsnyje apžvelgiama Lietuvos gyventojų prekybinio aptarnavimo sistemos padėtis, pateikiami Kauno miesto prekybos, maitinimo ir buitinių paslaugų įmonių tinklo penkerių metų tyrimų rezultatai, išryškinantys pereinamojo į rinką laikotarpio šios sistemos funkcionavimo problemas ir patvirtinantys būtinybę koordinuoti jos formavimąsi.