STATE INFORMATION POLICY AS AN INSTRUMENT FOR SHAPING UKRAINE’S IMAGE, REPUTATION, AND NATIONAL BRAND

Abstract

The article explores in detail the theoretical and conceptual foundations of state information policy, which plays a key role in shaping a positive image, stable reputation, and recognizable national brand both within the country and on the international stage. The study analyzes current scholarly approaches to defining the content, functions, and objectives of this policy, as well as its contribution to safeguarding national interests and strengthening Ukraine’s international subjectivity. Particular attention is given to the concepts of «national brand», «political image», and «state reputation», which are considered integral components of strategic communication.The research emphasizes the importance of the interconnection between state information policy and the processes of national branding, especially in the context of globalization, increasing information competition, and the rise of hybrid threats. The image and reputation of the state are outlined as key elements of the soft power toolkit that contribute to effective positioning in the international arena and enhance the country’s recognizability among other global political actors. The article substantiates the need to develop a coherent system of strategic communications within the framework of public diplomacy, aimed at fostering trust in state institutions, creating a favorable information environment around Ukraine, and supporting its positive image in the long term.