RESEARCHING THE BRAND OF UKRAINE IN THE WORLD

The article explores the brand of Ukraine and its importance for its recognition in the world. It has been established that the brand of the country is an important indicator of the success of the state itself in the world, and the realities of today reflect the importance of the formation and development of the brand of Ukraine both within our country and in the world. The resilience of the Ukrainian people in defending their country contributes to the positive formation of the recognition of Ukraine in the world. It was investigated that at the same time, the population of Ukraine significantly changed its attitude towards the brands of domestic manufacturers in the conditions of the war caused by russian aggression, because people believe that they support not only Ukrainian brands, but also the economics of Ukraine itself. For the successful formation and promotion of the brand of Ukraine in the world, the Public Organization BRAND UKRAINE was created. The recognition, influence and reputation of Ukraine increased and strengthened in 2022, this is reflected by the data of studies of world indices and ratings. On the basis of the conducted analysis, it was established that today Ukraine is perceived in the world as a country with a developed system of education and science, it is mentioned in the world's online mass media and social networks. The rating of Ukraine regarding the provision of software services and technical support is also high. It was investigated that the brand attributes of Ukraine were often mentioned in the world's largest online media about Ukraine, where the largest share of publications was devoted to the nation of heroes and a democratic country, a member of the European family. The modern brand of Ukraine should be formed on the basis of the Ukrainian traditions and customs, culture, values, the Ukrainian language, state symbols, social and political realities, the stability of the Ukrainian people in preserving their territorial integrity, etc. Prospects for further research will relate to the peculiarities of the formation and development of the brand of Ukraine in the post-war period.