The creation of a positive international image and branding of territory is one of the key tasks for every modern city, state, and region aimed to provide a decent standard of living for the citizens and become an active participant of the international community. Every country in the world has its image and brand.
The strategies of country’s image and brand are important components of a general (larger) strategy of a state’s development. We should consider the image of the country in the context of a communication strategy along with the informational policy of the authorities and the image of the state leaders.
The image of Ukraine is the vision of Ukraine and its constituents in the minds of different target groups on an international, national and local levels. Therefore, the general image of Ukraine consists of investment, tourist, social and political components. Image elements also are visions of the state leaders, famous trademarks, brands, and events, which are interesting for target audiences etc.
The strategy of Ukraine’s image and branding is a component of a general strategy of state development and is based on national interests and priorities. It is important to improve the perception of the country among the target groups by means of formation technologies of Ukraine’s positive image, and successful branding of the territory allows to compete effectively for world investment and tourist flows.