NATIONAL BRAND OF UKRAINE AS A MEANS OF COMMUNICATION IN THE CONDITIONS OF FULL-SCARE WAR

Abstract

The article analyzes how the brand of Ukraine changed after the full-scale Russian invasion of Ukraine, which began on February 24, 2022, according to the methodology of the most authoritative national brand evaluation indices. The peculiarities of the appearance of new initiatives for the formation of the national brand of the state are analyzed. In the article, the author examines the key aspects in the coverage of the brand of Ukraine on the international arena and cites the key messages of the country, which are used to communicate with a foreign audience. Examples of international communications as a tool for creating the desired image of Ukraine were considered, the importance of using all available channels of information dissemination – media, social networks, mass events and personal meetings – was emphasized. The figure of the President of Ukraine, Volodymyr Zelenskyi, has become a strong component of the state’s new branding strategy. The author emphasizes the importance of building a strong national brand of Ukraine and provides a detailed description of how Ukraine’s internal communication and diplomacy helped to unite the international community in order to convince them of the need to provide support in the fight against Russian armed aggression and convey true information about Russian war crimes on the territory of Ukraine.