The impact of the crisis on the national brand of Ukraine
The research is dedicated to the impact of the crisis on the national brand in Ukraine. We consider the national brand concept from the standpoint of theoretical and methodological aspects. The concept of national brand profile includes goals, functions, participants, tools, target audiences, strate...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Alexandru Ioan Cuza University of Iasi
2015-12-01
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| Series: | Eastern Journal of European Studies |
| Subjects: | |
| Online Access: | http://ejes.uaic.ro/articles/EJES2015_0602_OKH.pdf |
| _version_ | 1811303679395889152 |
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| author | Oksana OKHRIMENKO Alexander OKHRIMENKO |
| author_facet | Oksana OKHRIMENKO Alexander OKHRIMENKO |
| author_sort | Oksana OKHRIMENKO |
| collection | DOAJ |
| description | The research is dedicated to the impact of the crisis on the national brand in Ukraine. We consider the national brand concept from the standpoint of theoretical and methodological aspects. The concept of national brand profile includes goals, functions, participants, tools, target audiences, strategy and tactic. The economic, political, social and technological factors of Ukraine were analysed using SWOT and PEST analyses. Major macro-economic indicators are analysed reflecting negative trends on the economy of Ukraine. It was noted that Ukraine's economy is closely dependent on the balance of political forces in the international arena consisting of interaction between international financial organisations and markets. The negative image of Ukraine as a country with an unstable situation repels potential investors and national business circles. We conclude on the development of strategies and tactics for strengthening the position of Ukraine’s national brand. |
| first_indexed | 2024-04-13T07:52:26Z |
| format | Article |
| id | doaj.art-5a50a9010c41481cb594eebd7747e844 |
| institution | Directory Open Access Journal |
| issn | 2068-651X 2068-6633 |
| language | English |
| last_indexed | 2024-04-13T07:52:26Z |
| publishDate | 2015-12-01 |
| publisher | Alexandru Ioan Cuza University of Iasi |
| record_format | Article |
| series | Eastern Journal of European Studies |
| spelling | doaj.art-5a50a9010c41481cb594eebd7747e8442022-12-22T02:55:30ZengAlexandru Ioan Cuza University of IasiEastern Journal of European Studies2068-651X2068-66332015-12-01623753The impact of the crisis on the national brand of UkraineOksana OKHRIMENKO0Alexander OKHRIMENKO1National Technical University of Ukraine “Kyiv Polytechnic InstitutePresident of the Ukrainian Analytical Centre, Kyiv, UkraineThe research is dedicated to the impact of the crisis on the national brand in Ukraine. We consider the national brand concept from the standpoint of theoretical and methodological aspects. The concept of national brand profile includes goals, functions, participants, tools, target audiences, strategy and tactic. The economic, political, social and technological factors of Ukraine were analysed using SWOT and PEST analyses. Major macro-economic indicators are analysed reflecting negative trends on the economy of Ukraine. It was noted that Ukraine's economy is closely dependent on the balance of political forces in the international arena consisting of interaction between international financial organisations and markets. The negative image of Ukraine as a country with an unstable situation repels potential investors and national business circles. We conclude on the development of strategies and tactics for strengthening the position of Ukraine’s national brand.http://ejes.uaic.ro/articles/EJES2015_0602_OKH.pdfnational brandbrand profileinternational rankingscrisis |
| spellingShingle | Oksana OKHRIMENKO Alexander OKHRIMENKO The impact of the crisis on the national brand of Ukraine Eastern Journal of European Studies national brand brand profile international rankings crisis |
| title | The impact of the crisis on the national brand of Ukraine |
| title_full | The impact of the crisis on the national brand of Ukraine |
| title_fullStr | The impact of the crisis on the national brand of Ukraine |
| title_full_unstemmed | The impact of the crisis on the national brand of Ukraine |
| title_short | The impact of the crisis on the national brand of Ukraine |
| title_sort | impact of the crisis on the national brand of ukraine |
| topic | national brand brand profile international rankings crisis |
| url | http://ejes.uaic.ro/articles/EJES2015_0602_OKH.pdf |
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