The document discusses strategies for building country and regional brands. It asks whether Ukraine has developed enough of a country brand yet and how to build one. To build a country brand, leverage existing assets, opportunities, and minimize weaknesses while promoting the brand's message. The best strategies align with a country's vision, assets, and resources, whether focusing on mystique, being niche, or authenticity. When emphasizing regional vs country brands, options include focusing on regions first, the country first, or a balanced approach between the two.