National branding in the foreign policy of Ukraine

Abstract

In the qualification (bachelor's work) the conceptual and categorical apparatus of the phenomenon of national branding is investigated and the comparative characteristic of scientific approaches is carried out. The formation and development and the current state of development and implementation of national branding in Ukraine are analyzed. With the help of world ratings, Ukraine's place in the world has been determined. It is revealed with the help of which tools of public diplomacy a successful brand of Ukraine is developed and implemented and how the implementation of official normative strategic documents influences the formation of state branding. Finally, the role of national branding in Ukraine's foreign policy has been revealed.