COMMUNICATIONAL ASPECTS OF BUILDING THE NATIONAL BRAND OF UKRAINE
Journal Title: Бізнес-навігатор - Year 2018, Vol 2, Issue 45
Abstract
The article is devoted to actual tendencies in global marketing communications as a means of influencing the national brand of the Ukrainian state. A theoretical approach to the term “country brand” was ostended and argued. The criteria of evaluating state brands and principles of their step-by-step creating from the point of global communications were analyzed. The importance of national reputation and right using of reputational management technologies for arousing interest from foreign customers and clients were proved. The position of Ukraine in the international rating of national brands was highlighted and problems of Ukrainian image formation in the conditions of modern global economy were explored. In addition, the ways of developing the national brand of Ukraine for further strengthening of the state’s position were proposed.
Authors and Affiliations
Y. D. Shevtsov
Keywords
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- EP ID EP517556
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