Ukraine as a brand


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Ukraine as a brand

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