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? How can corporate brands influence country image? What are the challenges Ukraine is facing? What practical steps are made by Ukraine’s civil society to project a positive image of Ukraine?

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? How can corporate brands influence country image? What are the challenges Ukraine is facing? What practical steps are made by Ukraine’s civil society to project a positive image of Ukraine?
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Vasyl Myroshnychenko

Vasyl Myroshnychenko is a partner with CFC Consulting, a Kyiv-based strategic communications firm. He has over 15 years of experience in advising clients on corporate and financial communications, public affairs, and special situations. Vasyl is a co-founder of Ukraine Crisis Media Center, a media NGO established in early March of 2014 with the goal of amplifying Ukraine’s voice internationally. Mr. Myroshnychenko was a Chevening Scholar and obtained MSc in Politics of the World Economy from the London School of Economics. He also holds MA and BA degrees in international relations from Institute of International Relations, Kyiv National Shevchenko University


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