Post-War Nation Brand of Ukraine
About the Project
Ukraine is rewriting its story in real time. In the midst of war, the country is not only defending its land — it is shaping how the world sees it. “Nation Brand of Ukraine: Identity in Wartime” uncovers how resilience, culture, and the voices of ordinary people turn into a powerful national brand.
This project shows that Ukraine’s identity is more than symbols or slogans. It is the strength of citizens who volunteer, the creativity of artists who carry culture abroad, the determination of entrepreneurs who look to the future, and the unity of a nation that refuses to disappear. Together, these voices create a living brand that inspires solidarity worldwide and lays the foundation for Ukraine’s place in the global future.
Why It Matters
A nation’s brand is more than reputation — it is a source of power. It influences how countries are trusted, how alliances are formed, how investors and tourists choose, and how stories are remembered.
Ukraine’s brand is not designed in offices — it is forged in resilience, courage, and unity. Every act of resilience, every cultural voice, every grassroots initiative contributes to how the world understands the country.
This matters not only for survival today but for rebuilding tomorrow: the stronger and more authentic Ukraine’s identity appears globally, the greater its ability to attract support, investment, and solidarity.
Authenticity
When a nation brand reflects real identity, it resonates as genuine rather than a manufactured slogan.
Resilience in Crisis
Identity provides stability in turbulent times, allowing the nation’s image to withstand conflict and uncertainty.
Unity
Shared symbols and values help citizens see themselves as part of a larger whole, strengthening social cohesion.
Cultural Power
National identity channels traditions, heritage, and creativity into soft power that speaks to global audiences.
Credibility Abroad
A brand rooted in identity carries weight internationally, showing the world not just what a country says, but who it is.
Future Vision
Aligning brand with identity ensures continuity — connecting past, present, and aspirations for the future in one narrative.
Who speaks for the nation, and how their voices shape the way the world sees Ukraine?
The aim of this research is to understand how Ukraine’s national identity is defined and communicated during wartime — not only by the state, but by many different actors.
The project explores how academics, business leaders, cultural figures, civil society, and the diaspora each add their voices to the story of Ukraine.
Impact & Relevance
Ukraine’s brand is more than image-making — it is a strategic resource in times of war and recovery. This project highlights why national identity matters not just for scholars, but for policymakers, businesses, and global audiences alike.
Policy and Diplomacy
The findings provide insights for governments and international partners on how authentic identity shapes credibility, alliances, and global trust.
Business and Economy
By showing how innovation, resilience, and reputation intersect, the project reveals how branding strengthens competitiveness, investment, and recovery.
Culture and Society
The research demonstrates the power of cultural diplomacy and civic engagement, proving that citizens themselves are vital ambassadors of the nation.
Every partnership or act of support helps ensure that Ukraine’s identity is seen, heard, and remembered.
We welcome collaboration with researchers, institutions, cultural organisations, media, and policy experts who share an interest in nation branding, identity, and post-war recovery.
Together, we can exchange insights, co-create publications, develop academic or public events, and explore innovative ways to communicate Ukraine’s voice internationally.
👉 If your organisation or team works at the intersection of culture, strategy, or diplomacy — let’s collaborate to shape new narratives for Ukraine.