Interview with Anna Romanova, Member of the Parliament of Ukraine What role does image play for modern states? We live in the era of the Information Society. It means that information about goods and territories is much more important than some material things. Look: Nowadays information wars are more widespread and more effective than classic…
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…
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…
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?…
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,…
A country’s image is a strategic resource of the state, but even communication has its limits. The research analyses the elements and factors that influence the image of a country, including subjective, objective, temporary, and communicative components. Author states that the formation of Ukraine’s international image should not occur partially, but should become a component…
Ukraine, suffering the war for three years now, has not cemented its image in the world. On the one hand, a lot has been said about Ukraine in the context of Russian military aggression; on the other, the image of Ukraine in this regard did not become winning: Not completely free, but with spirit; not…
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…
