THE MODERN NATIONAL BRAND OF UKRAINE THROUGH THE PRISM OFS INTERNATIONAL NATIONAL BRAND RANKINGS

Abstract

The article explores the phenomenon of Ukraine’s modern national brand through the prism of international national brand assessment ratings amidst global security challenges and the full-scale armed aggression of the Russian Federation. Particular attention is focused on the transformation of the role of national branding from a tool for increasing tourist and investment attractiveness to a strategic factor of international support, foreign policy communication, and internal social consolidation. The theoretical and methodological basis of the study consists of Simon Anholt’s nation branding concepts, specifically the “Nation Brand Hexagon” model, as well as the work of domestic and foreign researchers in the fields of political marketing, public diplomacy, and international communications. The study employs general scientific methods of analysis and synthesis, comparative and historical-logical approaches, content analysis, and the analysis of secondary data from international ratings. The positions of Ukraine in the Anholt-Ipsos Nation Brands Index and Brand Finance Nation Brands ratings are analyzed, the dynamics of changes in key indicators during the period of 2017–2024 are determined, and the areas of the greatest impact of the war on the international perception of the state are identified. It was established that indicators of tourism and governance remain the most vulnerable, while the spheres of immigration, investment, and export demonstrate relative resilience due to international support, digital transformations, and the development of innovative industries. The necessity of an ethical and value-based approach to the formation of Ukraine’s national brand, as well as the inclusion of elements of countering disinformation into state strategies, is substantiated. It is concluded that systematic work with the national brand and improving Ukraine’s positions in international ratings are important factors for strengthening its subjectivity on the international arena and a prerequisite for post-war recovery.