Abstract

In modern world state brand is one of the most important characteristics. This is caused by rise and expansion of globalization processes. Modern states have to compete for consumers, tourists, investments etc. with each other in the international arena. Today Ukraine makes only first steps towards developing its own brand. In the last few years, internal interest in Ukrainian brand have considerably increased. First of all, this is related to Euro-2012 having been held in Ukraine. Now, after Ukrainian events during the winter of 2013–2014, Ukraine has a chance to form a successful brand of the country. It is important to examine the current state of the brand «Ukraine» to further develop the concept of branding. For this purpose, we examine Ukrainian state programs for promotion of the state brand abroad. We identify strengths and weaknesses of these programs. We also summarize research on the perception of Ukraine abroad. The present research includes data from various international rankings measuring recognition of a state in the world. Here we provide a list of nonprofit organizations that promote the brand «Ukraine» abroad. Additionally, we estimate the funds spent from the state budget on promotion of the brand «Ukraine» in the international arena during the last several years. On this basis, we identify the main characteristics of the brand «Ukraine».