КРЕАТИВНО-КУЛЬТУРНІ ПРОЄКТИ БРЕНДИНГУ СУЧАСНОЇ УКРАЇНИ
MODERN CREATIVE AND CULTURAL BRANDING PROJECTS OF UKRAINE

Summary/Abstract: The purpose of the article is to analyse modern cultural and creative branding projects of Ukraine. The research methodology is based on general scientific research methods (analysis, synthesis, and generalisation) and principles of scientific knowledge (reliability and objectivity). The analytical approach has been used to identify the dynamics of changes in the positioning of Ukrainian brands, the comparative and axiological approach has been used to compare the main contents of their value narratives. Scientific novelty. Creative brand projects presented by our country with the aim of forming its positive image have been analysed: “Ukraine NOW” (2018), “Ukraine: Innovating for the Future” (2021), “Vravery to be Ukraine” (2022), “Ukraine Now and Forever” (2022). Conclusions. The brands “Ukraine NOW” (2018) and “Ukraine: Innovating for the Future” (2021) did not have a clear strategy for positioning Ukraine as a powerful cultural centre with its own names, modernity, and cultural achievements. The latest brands (2022) “Vravery to be Ukraine” and “Ukraine Now and Forever” have significantly changed their direction and theme. They are creative and cultural, they highlight a unique, not economic and investment, but primarily cultural value which is based on the characteristic identity and mental features of our people, which are actually a platform for the development of the country and its positioning in the world. The latest brands of Ukraine are capable of significantly reformatting priorities in the perception of Ukraine in the world: they may shift accents, change stereotypes and values, draw attention to our country as a powerful cultural centre in the world.

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