The impact of the crisis on the national brand of Ukraine

Abstract:

The research is dedicated to the impact of the crisis on the national brand in Ukraine. We consider the national brand concept from the standpoint of theoretical and methodological aspects. The concept of national brand profile includes goals, functions, participants, tools, target audiences, strategy and tactic.

The economic, political, social and technological factors of Ukraine were analysed using SWOT and PEST analyses. Major macro-economic indicators are analysed reflecting negative trends on the economy of Ukraine. It was noted that Ukraine's economy is closely dependent on the balance of political forces in the international arena consisting of interaction between international financial organisations and markets. The negative image of Ukraine as a country with an unstable situation repels potential investors and national business circles. We conclude on the development of strategies and tactics for strengthening the position of Ukraine’s national brand.

This article appears in Thematic issue of the Eastern journal of European studies: Ukrainian crisis. Rethinking geopolitics in Europe