Daily Archives: January 9, 2018

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NATION BRANDS AND THE CASE STUDY OF UKRAINE

The aim of the article is to present theory and practice of national branding, with Ukraine – not included in typical branding reports – as a case study. Theoretical background to the concept of national branding is presented in the first section of the article. The second part is focused on key international branding indexes…

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UKRAINE’S IMAGE OF “IN-BETWEEN-NESS”

Since gaining independence, Ukraine has been stuck between the Western and Eastern integration initiatives. This has been visible from both the multifaceted judgment employed in the foreign policy decision-making and the similar domestic multi-vector behaviour that influenced the image of Ukraine as being “split” in-between. On top of that, the conflict in Eastern Ukraine, which…

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NATION BRANDING: GLOBAL TRENDS AND UKRAINE’S CHALLENGES

Governments design and implement sophisticated nation branding and public diplomacy programs with a goal of bringing more tourists, beckoning more foreign direct investment, and promoting export. However, reputation of a nation can hurt investment, tourism, and export. In this article, we will answer the following questions: Why is soft power important? How to increase FDI?…

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EU VALUE PROMOTION AND THE ‘ASSOCIATED’ EASTERN NEIGHBOURHOOD: STATE OF THE ART, LEGITIMACY CHALLENGES, AND PROSPECTS FOR THE FUTURE

The article explores the state of the EU’s value promotion in the ‘associated’ Eastern Neighbourhood countries (Ukraine, Moldova, and Georgia) with a special emphasis on legitimacy challenges, arising due to the current ‘overlapping’ crises in the EU. The contribution identifies conceptual clarity of foundational values, an emphasis on functional cooperation, stronger linkage among conflict resolution,…

Forewords

Dear readers, Let us present you issue 4(10), 2017 of UA: Ukraine Analytica, the main topic of which is Nation Branding: Is it Only about Tourism? Our authors analyse nation branding trends and priorities, case study of Ukraine, problems of reforms communication and image presentation for different audience, as well as image influence on FDI attraction.

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