THE INFLUENCE OF BRAND COMPONENTS ON THE PUBLICITY CAPITAL OF A PUBLIC-STATE ORGANIZATION

The need to draw attention to the problems of public capital of public-state organizations is explained by the fact that it remains poorly studied, and public-state organizations are an important component of the Russian state. The purpose of the article is to study the influence of brand components on the public capital of a public-state organization. The main tasks: 1. to study the importance of a brand for public capital from the economic point of view; 2) to analyze the public capital of DOSAAF of Russia; 3) to analyze the public capital of Unarmia; 4) to identify the factors of brand influence on public capital; 5) to identify the mechanisms of interaction between the brand and public capital in Russian public-state organizations. The object of the study is the public capital of public-state organizations. The subject is the components of the brand affecting the public capital of public organizations.