THE APPROACHES TO ESTIMATING NATIONAL BRAND: UKRAINE IN THE GLOBAL ECONOMIC SYSTEM ; МЕТОДЫ ОЦЕНКИ НАЦИОНАЛЬНОГО БРЕНДА СТРАНЫ: МЕСТО УКРАИНЫ В ГЛОБАЛЬНОЙ ЭКОНОМИЧЕСКОЙ СИСТЕМЕ ; МЕТОДИ ОЦІНКИ НАЦІОНАЛЬНОГО БРЕНДА КРАЇНИ: МІСЦЕ УКРАЇНИ У ГЛОБАЛЬНІЙ ЕКОНОМІЧНІЙ СИСТЕМІ
Analysis of Ukraine's position in the international arena showed amplification. This has been achieved through the growth and international diplomatic activity of the Ukrainian government and business, driven by the conflict in eastern Ukraine and the occupation of Crimea. However, the domestic social and economic instability that is reflected in many influential international rankings, including Corruption Perceptions Index and The Global Competitiveness Report, indicates that these efforts are insufficient. Among the determinants that may allow the growth of the national economy and strengthen its position in the international arena is the national marketing strategy, the formation of which is currently the top priority for all authorities and the business environment of the Ukraine. A fundamentally new approach to the formation of such a strategy is the concept of a national brand that began its formation in the end of ХХ century. This concept is based on the consideration of national interests, self-identity, history and cultural heritage of the country. Among a significant number of reasecher and specialists occupy an important place S. Anholt, W. Olins, J. Torres, Y. Fan and other. Currently, a number of consulting companies, including Bloom Consulting Country Brand Ranking, Future Brands (FB), GfK Roper, Brand Finance and the World Economic Forum, are evaluating national brands in the world. Each of these has its own rating methodology for calculating the efficiency and influence national brand, researched and generalizationed wich was a part of our research. Also, during the proces of analysis was determinated common elements on which are based on these techniques. A significant component of the research was determining the position of Ukraine in these ratings, identifying factors which inhibiting the development of the national brand. Was proposed to creating the concept of the national brand of Ukraine, which effectiveness would be evaluated by an improved two-stage model for evaluating of the national brand of Ukraine. ; В статье проведен анализ и раскрыта сущность понятия «национальный бренд» и основные критерии его формирования на основе определений международных ученых и практиков. Проанализировано и приведено краткое описание методик международных рейтингов по оценке национальных брендов, таких как Bloom Consulting, Future Brands (FB), GfK Roper (The Nation Brand Index), Brand Finance, World Economic Forum. Указано состояние восприятия национального бренда Украины. Определены общие и отличительные черты оценивания международных рейтингов. ; У статті проведено аналіз та розкрито сутність поняття «національний бренд» й основні критерії його формування за визначеннями міжнародних науковців та практиків. Проаналізовано та наведено короткий опис методик міжнародних рейтингів з оцінки національних брендів, таких як Bloom Consulting, Future Brands (FB), GfK Roper (The Nation Brand Index), Brand Finance, World Economic Forum. Зазначено стан сприйняття національного бренда України. Визначено спільні та відмінні риси оцінювання міжнародних рейтингів.