This article addresses the issues of the marketing positioning of countries in the field of innovations. To date, the level of development and dynamism of the innovation sphere form the basis for the country's sustainable economic growth. The concept of "innovation" is closely related to the concepts of "novation", "invention", and "discovery", which are the products of creativity. The paper examines some of the basic marketing characteristics of such countries as Japan, China, South Korea, India, and Russia. The authors hypothesize and prove that if a country chooses to focus on education and high technologies in its development, it can ensure high development of the national information and communication technologies. They also selected and evaluated the indicators of innovative development for these countries. Based on the correlation-regression analysis, the initial hypothesis was confirmed.