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Ukraine as a brand
Ukraine as a brand
Ukraine as a brand
Ukraine as a brand
Ukraine as a brand
Ukraine as a brand
Ukraine as a brand
Ukraine as a brand
Ukraine as a brand
Ukraine as a brand
Ukraine as a brand
Ukraine as a brand
Ukraine as a brand
Ukraine as a brand
Ukraine as a brand
Ukraine as a brand
Ukraine as a brand
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Ukraine as a brand

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Transcript

  • 1. Ukraine as a Brand
    Kyiv National University of Technologies
    and Design
    Yuschenko Alina
    BeznosiykMarina
  • 2. Agenda
    National brand & national
    branding
    National branding: efforts of
    Ukrainians
  • 3. 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
  • 4. 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.
  • 5. The Anholt’s hexagon
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. Euro – 2012: Challenges for Business and State
  • 11. The first stage: Raising Awareness
    D
    i
    s
    с
    o
    v
    e
    r
    Ukraine is the state with:
    • growth potential
    • 12. great opportunities
    • 13. prospects for the largest country in Europe
    U
    K
    К
    A
    I
    N
    E
    The second stage: To Attract attention
    Interest foreign guests with:
    • famous Stars
    • 14. special events
    • 15. unusual travel offers
  • 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”
    or
    • “See you in Ukraine in 2012”
    U
    K
    К
    A
    I
    N
    E
  • 16. 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
  • 17. Design Tomorrow - 2010
    Aim: to create modern and qualitative style for Ukraine.
  • 18. The logos for Ukrainian cities
  • 19. 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.
  • 20. Thank you for your attention!

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