National Brand of Ukraine
Keywords:
nation brand, nation branding, export brand, country brand, country branding, place brand, place branding, state brand, state branding, innovation activity, international rankingSynopsis
The monograph is devoted to theoretical, methodological and practical issues of Ukraine’s nation brand formation in the context of global competition. The public administration mechanisms in building the relations of the authorities with the public are considered as one of the components of the process of a nation brand formation.
The methodical approaches to nation brands evaluation are determined. An estimation of Ukraine’s nation brand is made. The results of the analysis of Ukrainian exports dynamics are presented. The national goods export prospects are determined. The preconditions and purpose of Ukraine’s export brand development are defined. The analysis of brand protection policy in Ukraine, including the UATAG Ukrainian startup, which provides an innovative technology for branded goods protecting, is presented.
The actual problems of formation of brand and branding strategies taking into account branch specifics are investigated. Facilitation for small entrepreneurship from the state is revealed due to increase of small businesses potential, their innovative activity, social responsibility to society, efficiency and effectiveness of their economic activity, which is the key to improving the macroeconomic situation in the country and one of the conditions for successful nation brand building.
The monograph is intended for scientists, teachers, managers and specialists of enterprises and organizations, representatives of state authorities, post-graduate students, doctoral students and students of Ukrainian and foreign higher education institutions.
Chapters
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Chapter 1 Nation brand in the face of global competition1-89Chapter 2 Theoretical and methodical principles of nation branding90-140Chapter 3 Export brand of Ukraine in the nation branding model141-172Chapter 4 Theoretical foundations of brand formation173-244
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Published
December 26, 2018Copyright (c) 2018 Anatolii Mazaraki, Svitlana Melnychenko, Tetiana Melnyk, Tetiana Tkachenko, Alexander Hladkyi, Serhii Bai, Galyna Piatnytska, Oksana Avdan, Oleh Hryhorenko, Tetiana Dupliak, Julia Zabaldina, Kateryna Kandahura, Liudmyla Lukashova, Anna Prysiazhnyuk, Anna VaribrusovaDetails about the available publication format: PDF
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978-9949-7316-5-7Details about the available publication format: HARDCOVER
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978-9949-7316-4-0How to Cite
Mazaraki, A., Melnychenko, S., Melnyk, T., Tkachenko, T., Hladkyi, A., Bai, S., Piatnytska, G., Avdan, O., Hryhorenko, O., Dupliak, T., Zabaldina, J., Kandahura, K., Lukashova, L., Prysiazhnyuk, A., & Varibrusova, A. (2018). National Brand of Ukraine. Scientific Route OÜ®. https://doi.org/10.21303/978-9949-7316-5-7
