Abstract

The aim of an article. The purpose of the study is to prove the necessity of forming a national brand strategy for economic development of Ukraine. The results of the analysis. Search an effective solution of economic crisis in Ukraine requires the use of innovative approaches to the choice of strategy development, economic management mechanism, integrating internal and external sources of funding. One approach is to formulate mutual benefits for both Ukraine and the European Union. The integration of the European Association for optimal direction mutually beneficial development is proved. Ukrainian society, as a provider of intellectual labor is highly entrepreneurial ability, making it one of the most attractive in the world and is the key to transforming the country into a prosperous, powerful economically developed country. Creating the conditions for realizing the potential of the intellectual capital of Ukraine will bring some benefit and preference to European Association. The second advantage of Ukraine is its geographical location and the presence of 4 out of 10 European transport corridors, making it attractive in terms of optimization of transport costs in the general European scale. The third advantage is an attractive consumer market for goods manufactured in Europe, both in absolute terms and in qualitative terms, as the level of consumer satisfaction in the country today is quite low. An important part of Ukrainian advantages is its historical and cultural potential, which is still unknown to European tourists. Formation of a national brand of the country through the development of commercial and non-commercial brands is extraordinary approach to this difficult situation too. Using the experience of building national brands proves the effectiveness of this strategy. An integrated approach to the development and implementation strategy for Ukraine combined format of harmonious national brand promoted in an integrated SWOT analysis of the country Support of the branding process by the European community country will provide a synergistic effect of economic growth in Ukraine. Conclusions and directions of further researches. Overcoming sharp financial crisis in Ukraine requires a comprehensive approach to resolution of number socio-economic, political and administrative problems. Combining internal and external sources of investment, development of commercial and non-commercial brands, the culmination of which is the national brand Ukraine, and systemic reform of all spheres of life will create optimal conditions for sustainable development and improve overall welfare. Research topic requires further in-depth study through the analysis of international experience in creating national brands, developing methodological approaches to assessing the expected results.

Keywords: national brand, brand of country, sustainable development, economical potential, image of country

JEL Classification: А13, О1, О2.

Cite as: Studinska, G. (2015). Brand of country as a potential for sustainable development of Ukraine. Marketing and Management of Innovations, 1, 187-201. https://doi.org/10.21272/mmi.2015.1-16

This work is licensed under a Creative Commons Attribution 4.0 International License

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