Ukraine as a Brand Kyiv National University of Technologies and Design Yuschenko Alina BeznosiykMarina
Agenda National brand & national branding National branding: efforts of Ukrainians
Background Globalization Integration of national economies, societies, and cultures through: Trade Foreign investment Migration Spread of technology Country image influences people’s decisions related to: Purchasing Investing Changing residence and traveling
National brand & national branding National branding - the process of defining values and creating/promoting national brand. National brand is the whole set of tangible and intangible, rational and emotional factors, which make the country attractive for living, businesstourism and investments.
Tourism the way of raising international awareness of the country The modernization of Ukraine's tourism infrastructure is becoming an important priority for the Ukrainian governments L V I V Kyiv Uman Kamenets- Podolsky Ivano- Frankovsk Dnipropetrovsk Carpathians Odessa The Crimea
Exporting brands is one of the most powerful ways for constructing and maintaining a national brand. Export Made in Japan Made in Ukraine Made in France
A country image can be a result of its famous citizens Governance People Politics form a very important communication channel with its diplomacy and influence on nation image
When investors choose locations for foreign ventures, they become the buyer and the country is seen as the product Culture and Heritage Unique features of the culture can make it desirable and give the country its added value Investment
Euro – 2012: Challenges for Business and State
The first stage: Raising Awareness D i s с o v e r Ukraine is the state with:
The third stage: Formation of Attitudes The fourth stage: Preparation to Rediscover of Ukraine D i s с o v e r Developing more useful and practical information for guests: how and where spend a good time besides matches Using the Ukrainian faces well- known in the world for appeals:
“Be a fun of Ukraine”
“See you in Ukraine in 2012”
U K К A I N E
The fifth stage: Building Positive Attitude to Ukraine D i s с o v e r Concentration government’s and the companies’ efforts on the correction of the impression about Ukraine U K К A I N E
Design Tomorrow - 2010 Aim: to create modern and qualitative style for Ukraine.
Aim: to discuss Ukraine’s progress in developing an effective and competitive internationally country brand Gather government, business, non-government and media stakeholders working in the area of country, region, city marketing, branding.