Current issue

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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,…

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NATION BRANDING: IS IT ONLY ABOUT TOURISM?

The article aims to answer the question on whether nation branding is only about tourism and investment attractions or has a deeper task of positioning the state among others. The author emphasizes that nation branding can have a double goal of uniting a nation around certain ideas and messages, but also of promoting the country…

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TO TURN HISTORICAL CONNECTIONS INTO POWERFUL, PRAGMATIC AND MUTUALLY BENEFICIAL PARTNERSHIP

Interview with H.E. Ambassador Extraordinary and Plenipotentiary of Ukraine to Canada Andriy Shevchenko What Is, in Your Opinion, The Main Indicator Of The Level And success In Bilateral Relations? Charles Darwin might help us with that. As he said, it is the animals that adjust to changes the best, which survive. Therefore to have good relations between nations means…

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WE HAVE EXPERIENCE THAT MIGHT BE OF INTEREST TO UKRAINE

Interview with H.E. Ambassador Extraordinary and Plenipotentiary of Latvia to Ukraine Juris Poikāns for UA: Ukraine Analytica What Is, In Your Opinion, The Main Indicator Of The Level And Success In Bilateral Relations?   Latvia and Ukraine are traditional partners and friends in various fields. We do not have any open difficult issues or historical disagreements….

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