Abstract
The subject of this study is the philosophical aspect of the brand structure, which made it possible to explain the reasons for the rapid formation of the national brand of Ukraine. The purpose of this work is to substantiate the division of components of the national brand model of the country into rational and irrational and prove the decisive role of the irrational part. Results of the article. The structure of the country's national brand is analyzed from the point of view of rationality and irrationality of its components. Research methods and tools. The main research tool is to project the results of rethinking the philosophical concepts of rational and irrational and their role in a particular object on the concept of brand. Minor tools were desk research of the current political situation in the country and the definition of a specific algorithm for integrating the rational and irrational components of the object of study. Field of application of results. The conclusions of the article can be used by state authorities and local self-government bodies for the formation of territorial brands. Conclusions. The uniqueness of the national brand of Ukraine lies in the rapid pace of its creation, the globality of its identification and associative perception by the world community, the extremely difficult conditions of its formation, the unprecedented support of the world under the influence of an irrational component. The rational component of the country's national brand will be formed together with the new Ukraine after the war
Keywords
national brand of the country; rational and irrational components of the brand; the uniqueness of the brand of Ukraine; the war of Ukraine against Russia
References
1. Ankhol't, S. (2004). Brending: doroga k mirovomu rynku [Branding: the road to the world market]. Kuditz-Image [in Rus.].
2. Ankhol't, S. (2005). Anholt nation brands index: how does the world see America? Journal of Advertising Research, Vol. 45 No. 3, pp. 296-304. DOI: https://doi.org/10.1017/S0021849905050336 [in Rus.].
3. Dinnie, K. (2008). Nation branding. Concepts, issues, practice. Oxford: Butterworth-Heinemann. URL: http://www.culturaldiplomacy.org/academy /pdf/research/books/nation_branding/Nation_Branding_-_Concepts,_Issues,_Practice _-_Keith_Dinnie.pdf) https://doi.org/10.4236/als.2021.94018 [in Eng.]
4. Hao, A. V., Paul, J., Trott, S., Guo, Ch., Wu, H.-H. (2021). Two decades of national branding research: a review and program of future research. International Marketing Review, 38 (1), 46-69. https://doi.org/10.1108/IMR-01-2019-0028 [in Eng.]
5. Kaneva, N. (2011). Nation Branding: Toward an Agenda for Critical Research, International Journal of Communication, No. 5, pp. 117-141. https://doi.org/10.1177/1367877910382181 [in Eng.]
6. Kapferer, Zh. N. (2006). Brend navsegda: sozdaniye, razvitiye, podderzhka tsennosti brendu [Brand forever: creation, development, support of brand value].Vershina [in Rus.].
7. Keller, K. L. (2005). Strategicheskiy brend-menedzhment: sozdaniye, otsenka i upravleniye marochnym kapitalom [Strategic brand management: creation, evaluation and management of brand capital]. Izd. dom Vil'yams [in Rus.].
8. Papadopoulos, N., Hamzaoui-Essoussi, L., El Banna, A. (2016). Nation branding for foreign direct investment: An Integrative review and directions for research and strategy. Journal of Product & Brand Management, 25(7). 615-628. URL: https://doi.org/10.1108/JPBM-09-2016-1320 [in Eng.].
9. Risen, C. (2005, December 11). Branding nations. The New York Times Magazine [in Eng.].
10. Studinska, G. (2019). Five Secrets of the success of branding economy. LAMBERT Academic Publishing. [in Eng.].
11. Vecchi, A., Silva, E. S. Angel, L.M.J. (2021). Nation branding, cultural identity and political polarization – an exploratory framework. International Marketing Review, 38(1). 70-98. URL: https://doi.org/10.1108/IMR-01-2019-0049 [in Eng.]
12. Studinska, G. (2016). Brend u natsionalʹniy ekonomitsi Ukrayiny [Brand in the national economy of Ukraine]. DNDIIME [in Ukr.].
13. Hordiychuk, D. (June 9, 2022) The enemy caused losses of $11.5 billion to Ukrainian entrepreneurs. https://www.epravda.com.ua/news/2022/06/9/687984/
14. Ukrinform (March 10, 2022). The majority of the population of Western countries supports increasing aid to Ukraine. URL: https://www.ukrinform.ua/rubric-uarazom/3426097-bilsist-naselenna-krain-zahodu-pidtrimue-posilenna-dopomogi-ukraini.html [in Ukr.].
