National brand of Ukraine in the modern communicative environment

Abstract

A national brand helps countries to compete in the globalised world, create the necessary image, strengthen their positions in the interna­tional arena and attract new opportunities. It determines the perception of the state in the world and affects its economic prospects, tourism and investment attractiveness. Accordingly, the formation and development of a national brand is an important component of successful countries. Ukraine has also gone through its own path of creating its own brand, which was shaped by historical events, cultural achievements and international challenges. A hypothesis has been formulated that the formation of Ukraineʼs national brand is driven by historical, political, and economic factors, which contribute to shaping the countryʼs brand identity. The study used general scientific and special methods: analysis and synthesis, induction and deduction, grouping, structural and logical, logical generalisation of results, and graphical. The beginning of the formation of the Ukrainian brand and the key stages of its development are determined. The PESTLE-analysis and SWOT-analysis of the national brand of Ukraine are carried out. A comparative analysis of the main concepts of branding in Ukraine is carried out. The brand identity models are studied. The "4Ц" model for the formation of brand identity in the digital environment is developed.