Nation Brandingstate Investmentsvalues

Issue 4(10), 2017 STATE

INVESTMENTS CAMPAIGN RELATIONS VALUES PROMOTION

TOURISM

PUBLIC DIPLOMACY PUBLIC ATTITUDE

STATE COMPETITION

RATING RATING ECONOMY EUROPEANIZATION RELATIONS RELATIONS COMMUNICATIONS SOFT POWERIMAGE

COMPETITION PRIORITIES CAMPAIGN

UKRAINE NATION BRANDINGSTATE INVESTMENTSVALUES

• NATION BRANDING • SOFT POWER • VALUES OR BUSINESS?

UA: Ukraine Analytica · 4 (10), 2017 1

BOARD OF ADVISERS

Dr. Dimitar Bechev (Bulgaria, Director of the European Policy Institute)

Dr. Iulian Chifu Issue 4 (10), 2017 Analysis and Early Warning Center) (Romania, Director of the Conflict Amb., Dr. Sergiy Korsunsky (Ukraine, Director Protracted Conflicts of the Diplomatic Academy under the Ministry of Foreign Affairs of Ukraine)

Dr. Igor Koval (Ukraine, Rector of Odessa National University by I.I. Mechnikov) Editors Dr. Hanna Shelest Amb., Dr. Sergey Minasyan (Armenia, Ambassador Dr. Mykola Kapitonenko Extraordinary and Plenipotentiary of Armenia to Romania)

Publisher: Marcel Röthig (Germany, Director of the Published by NGO “Promotion of Intercultural Representation of the Friedrich Ebert Foundation Cooperation” (Ukraine), Centre of International in Ukraine)

of the Representation of the Friedrich Ebert James Nixey (United Kingdom, Head of the Russia Studies (Ukraine), with the financial support Foundation in Ukraine, and the Black Sea Trust. and Eurasia Programme at Chatham House, the Royal Institute of International Affairs) UA: Ukraine Analytica analytical journal in English on International Dr. Róbert Ondrejcsák (Slovakia, State Secretary, is the first Ukrainian Relations, Politics and Economics. The journal Ministry of Defence) is aimed for experts, diplomats, academics, students interested in the international Amb., Dr. Oleg Shamshur (Ukraine, Ambassador relations and Ukraine in particular. Extraordinary and Plenipotentiary of Ukraine to France) Contacts: website: http://ukraine-analytica.org/ Dr. Stephan De Spiegeleire (The Netherlands, e-mail: [email protected] Director Defence Transformation at The Hague Facebook: https://www.facebook.com/ Center for Strategic Studies) ukraineanalytica Twitter: https://twitter.com/UA_Analytica Ivanna Klympush-Tsintsadze (Ukraine, Vice- Prime Minister on European and Euroatlantic The views and opinions expressed in Integration of Ukraine) articles are those of the authors and do not Dr. Dimitris Triantaphyllou (Greece, Director of Analytica, its editors, Board of Advisors or the Center for International and European Studies, necessarily reflect the position of UA: Ukraine donors. Kadir Has University (Turkey)) ISSN 2518-7481 Dr. Asle Toje (Norway, Research Director at the 500 copies Norwegian Nobel Institute)

UA: Ukraine Analytica · 4 (10), 2017 1 TABLE OF CONTENTS

IT IS NECESSARY TO CREATE MESSAGES WITH THE IMAGE OF UKRAINE ...... 3 Interview with Anna Romanova

NATION BRANDING: IS IT ONLY ABOUT TOURISM?...... 6 Hanna Shelest

NATION BRANDING: GLOBAL TRENDS AND UKRAINE’S CHALLENGES ...... 13 Vasyl Myroshnychenko

NATION BRANDS AND THE CASE STUDY OF UKRAINE...... 21 Katarzyna Rybka-Iwańska

THE POWER AND THE LIMITS OF COMMUNICATIONS: CASE OF REFORMS IN UKRAINE...... 29 Anastasiya Nurzhynska

COMBINING HARD AND SOFT POWER: HOW TO ALTER THE ATTITUDE TOWARDS UKRAINE...... 36 Lesia Kuruts-Tkach

UKRAINE’S IMAGE OF “IN-BETWEEN-NESS”: BAD LUCK OR LACK OF POLITICAL DETERMINATION?...... 42 Nadiia Bureiko

EU VALUE PROMOTION AND THE ‘ASSOCIATED’ EASTERN NEIGHBOURHOOD: STATE OF THE ART, LEGITIMACY CHALLENGES, AND PROSPECTS FOR THE FUTURE ...... 50 Maryna Rabinovych

2 UA: Ukraine Analytica · 4 (10), 2017 NATION BRANDS AND THE CASE STUDY OF UKRAINE

Katarzyna Rybka-Iwańska Ministry of Foreign Affairs of the Republic of Poland

The aim of the article is to present theory and practice of national branding, with Ukraine – not included in typical branding reports – as a case study. Theoretical background to the concept of national branding is presented in the first section of the article. The second part is focused on key international branding indexes and shows the differences and similarities among them, as well as their flexibility in responding to theory. The third part of the article is focused on the picture that one may draw about Ukraine and its image and brand from various international rankings that serve as a substitute for branding surveys.

Introduction that the author found most representative covered both the politics and the economy of countries. Branding reports put more on nation branding the author gave in spring, emphasis on economic factors, meaning that duringObservations a public and diplomacy reflections course, from serveda lecture as political situation in developed countries an inspiration to this article.1 The author’s was perceived as to a large extent set. students were representing a dozen of developing countries from three continents. Theoretical Background The idea was to conduct a lecture on nation branding and show how students’ respective National branding is a fascinating and countries performed in various branding indexes. The majority of the countries, is not much theory here, but it provides however, were not represented in these formultidisciplinary a plethora of fieldpractical of expertise. examples Therefrom surveys. This observation was a proof that all over the world of how countries try to the branding indexes (and some others, too) build their national brands and of how focused mainly on developed, and mostly these brands are ranked and perceived. Western, countries. proposed by Keith Dinnie, is chosen to set Therefore, it was assumed that if analysts, theIn thisscene: article The nation-brand the following is “the definition, unique, diplomats, and investors wanted to conduct multi-dimensional blend of elements that a research on the brand of any developing provide the nation with culturally grounded country, they needed to use the data differentiation and relevance for all of collected in other reports.2 The surveys its target audiences”, which puts a lot of

1 More on the public diplomacy course can be found on SlideShare: [https://www.slideshare.net/KatarzynaRybkaIwaska] 2 My article on top international reports and surveys is, where many more indexes can be found, is available here: [https://www.linkedin.com/pulse/my-top-20-country-rankings-avalanche-links-katarzyna-rybka-iwa%C5%84ska/]

UA: Ukraine Analytica · 4 (10), 2017 21 emphasis on the perception of a country in the national identity focuses on the inwards the eyes of various public opinion groups dimension, mainly on the creation of national and stakeholders.3 community and unity (these processes

There is a crucial expert and theorist, to adapt and to project this real change Wally Olins, who broadly contributed to symbolicallynaturally influence to all the each audiences other). with They whom need marketing studies and political discussions they relate, outside and inside of a country. on the national branding, which have been For example: The Dutch East Indies became fundamental for shaping new concepts since Indonesia, its capital Batavia was renamed the 1980s. W. Olins introduced key elements and became Jakarta, a new language, Bahasa to both theoretical and practical discussions. Indonesia, was developed.

Another element introduced by W. Olins was national branding is outwards- focused on building competitive advantages, oriented, whereas (re) i.e. on three areas of competition among «shaping the national identity nations and countries, not only over political focuses on the inwards dimension, mainly on the creation of national community and unity national exportsinfluence, and but especiallytrade. For over example,their economic cars branding is outwards-oriented, (Mercedes,leverage. The Audi, first BMW, area VW) was are devotedGermany’s to whereas (re)shaping the national premium exports good. It provides for some identity focuses on the inwards advantages, because everything close to dimension, mainly on the creation engineering gets credit: Companies such as of national community and unity the motor industry prestige. It does not makeSiemens, it easier, Bosch, however, Braun, Miele to be benefit connected from He stated that nations “have always tried to the German national branding when it to create and modulate their reputations comes to other labels such as Jil Sander, in order to create domestic loyalties and Hugo Boss, Nivea, or Allianz, which do not coherence and promote their own power match the engineering portfolio. 4 All W. Olins, in his humble perception, Thus, as Wally Olins describes, if the nation’s andhas done, influence was into neighbouringuse the term countries”.“branding” leading brands represent a narrow, well- and marketing techniques to explain the brands may face more challenges in building theirdefined international sector, they leverage. may flourish, Often butthey other will Accordingactivities in to the his field. theses, nations continue not put any emphasis on their country of to shape and reshape their identities (a origin. notion much broader than an image) and to rebrand (a notion much closer to an Another area of image competition between image and marketing). Both processes are states are foreign direct investments (FDIs), as important, although they address different well as pulling talents and creative manpower dimensions. Largely, national branding is outwards-oriented, whereas (re)shaping local legislation, tax breaks, regional funding, from all over the world, what is “influenced by

3 K. Dinnie, et. al. The Relevance, Scope and Evolution of Nation Branding [in:] K. Dinnie (ed.), Nation Branding: Con- cepts, Issues, Practice, Elsevier Ltd. 2008, p. 15. 4 W. Olins, Making a National Brand, [in:] J. Melissen (ed.), The New Public Diplomacy: Soft Power in International Relations, Palgrave MacMillan 2005, p. 170.

22 UA: Ukraine Analytica · 4 (10), 2017 education level of employees”5, government As W. Olins underlined, launching and attitudes, transport infrastructure, and managing a national branding programme many more. These various factors make the is more complex, sophisticated, and long- competition somehow hard-core, expanding term than managing a similar (in name) well beyond PR activities. Marketing, programme for any company. It requires however – and successful campaigns aimed the engagement of many more actors (from at making a place fashionable to invest in – government, business, and society circles) plays its role, too. and all of them should feel the “all hands on deck” principle. The third area of competition is tourism, where countries compete over the numbers of people that come and visit. But this If just these three economic sphere is complex. For instance, there is a dimensions were to be taken danger of getting large numbers of tourists «into account, they would have that a country cannot effectively handle and already formed a complex mosaic cannot provide with a reasonable standard of challenges for countries that of leisure. This may cause damage in the want to take care of their branding sphere of image and branding. Moreover, the and international standing majority of countries compete through very similar claims of having the best views, the most convenient tourist resorts, the whitest beaches, and breathtaking sightseeing It also takes years to see the results – and opportunities. It is not easy, but it is necessary they still may not be tangible. Moreover, “politicians like quick results that get them 6 votes and that is why so many national to find a niche, to differentiate, to be unique if branding programmes are taken up aIf countryjust these is to achievethree economic success in thedimensions field. enthusiastically and then dropped”7. Maybe were to be taken into account, they would one of the reasons for this failing enthusiasm, have already formed a complex mosaic of motivation, and discipline is an endless and challenges for countries that want to take tiring competition. As Philip Seib quotes care of their branding and international two moguls, Pete Cashmore of Mashable in his “The Future of Diplomacy” – “content is reaches further than the economic rivalry. not a scarce resource; attention is a scarce standing. Yet, the field of national branding resource” and Charles Firestone of the to take into account also other public Aspen Institute – “the ability to get attention The efficient branding programme has is a real asset, as attention is the real scarcity economic, arts, digital, youth, and many with the overabundance of information”8. otherdiplomacy endeavours. fields, including As there cultural, are sports,many different stakeholders when it comes to the Therefore, according to Simon Anholt, “[b] senders of the branding message, there are rand management should be treated as a also many, maybe countless, addressees. ‘component of national policy’, never as a

5 W. Olins, Making a National Brand, [in:] J. Melissen (ed.), The New Public Diplomacy: Soft Power in International Relations, Palgrave MacMillan 2005, p. 175. 6 L. de Chernatony, Adapting Brand Theory to the Context of Nation Branding, [in:] K. Dinnie (ed.), Nation Branding: Concepts, Issues, Practice, Elsevier Ltd. 2008, p. 19. 7 W. Olins, Making a National Brand, [in:] J. Melissen (ed.), The New Public Diplomacy: Soft Power in International Relations, Palgrave MacMillan 2005, p. 178. 8 P. Seib, The Future of Diplomacy, “Polity Press”, 2016, p. 36.

UA: Ukraine Analytica · 4 (10), 2017 23 ‘campaign’ that is separate from planning, well in this index. The magnetism, “power to governance or economic development. […] attract people”, “the population’s reputation If brand management is put into a silo of for competence, openness and friendliness”, ‘communications’ or ‘public affairs’, there is “appreciation for [a country’s] contemporary little it can do. But when it informs policy- culture” – these descriptions prove that making and becomes implicit in the way the nation branding is closely interlinked with country is run, it can dramatically accelerate the notion and concept of soft power. change”9. It is also clear that when it comes to branding, Key Branding Indexes it is not the real situation that matters the most, but the perception and assessment of it. Wally Olin’s categorisation is a basis for On the other hand, as Jian Wang writes in his branding indexes. Although, if sticking to article, “as the contemporary communication theory, they should treat economic leverage ecology has become decidedly transparent, as a foundation, they all have their own the content and expressions in a nation- perspectives and angles, put emphasis on branding program can easily be questioned different elements of the typology, and add and contested. So the potential loss of trust as a result of gross misrepresentation is

Theretheir own are ones,four internationally if only they find acknowledged them suitable. recover. That’s why the incentive for credible national branding indexes that should andincalculable authentic and branding can be outweighs very difficult that for to be taken into account in any analysis of a exaggeration and propaganda”11. country’s image. One should note, however, that when a country is assessed by its peers There were 50 nations measured in the or by investors, many other indexes are taken latest edition of the index. A large percentage into consideration and have an impact on a of developing countries were left out. The general assessment. The next section of the survey is focused mainly on developed article will show what picture of Ukraine countries. The Top 10 is composed of stems from many other international indexes. Western countries (Japan included) and Here, the author will focus on the shape and there are no newcomers in comparison to perspectives of key branding indexes. 2015. All of the Top 10 countries, however, have lost points in various categories. The growing global scepticism towards their GfK Nation Brands Index.10 It is composed of a accountability was visible. hexagonThe first constructedindex to be byassessed a well-known is the Anholt- expert The second index is named Brand Finance – in 2000. Six categories that are tackled in Nation Brands12 and takes, naturally, a thein the index field, are: Simon governance, Anholt exports, (quoted tourism, above), more economic perspective, stemming from investment and immigration, culture and the GDP growth, trading conditions, and heritage, people. It is clearly visible that the statistics, but also some societal, political, economic leverage is not enough to perform and governance factors. For instance, in 2016

9 S. Anholt, From Nation Branding to Competitive Identity – The Role of Brand Management as a Component of Nation- al Policy, [in:] K. Dinnie (ed.), Nation Branding: Concepts, Issues, Practice, Elsevier Ltd. 2008, p. 23. 10

11 J. Wang, Nation Branding Reconsidered, USC Center on Public Diplomacy, 12 June 2014 [http://uscpublicdiplomacy.org/blog/nation-branding-reconsidered]“The Anholt-GfK’s Nation Brands Index”, [http://nation-brands.gfk.com/] 12 nation-brands-2017/] “The Brand Finance’s – Nation Brands”, 2017 [http://brandfinance.com/knowledge-centre/reports/brand-finance-

24 UA: Ukraine Analytica · 4 (10), 2017 the report highlighted the strengthening of According to their methodology, only 22 out the nation state and juxtaposed it with the of 75 countries taken into account qualify value of openness, the exchange of ideas, as as “country brands”, which means they have well as trends in international and global clear competitive advantages. The Top 20 is trade that followed this political tendency. dominated by developed and/or Western This year it underlines especially “the countries, while the United Arab Emirates gradual shift of the global centre of gravity occupied the 19th position. The results of the from West to East” and puts an emphasis on report support some remarks mentioned the rise of China and a closing gap between above. Brands associated with Germany by the US and China. The US leads the ranking, respondents are: Mercedes-Benz, Bayer, VW, but grew only by 2%, whereas China grew Audi, Lufthansa, Siemens, Porsche BMW, by 44%. The competition of national brands but also Adidas. The newest version of the over their political and economic leverage report is devoted to the years 2014-2015. becomes global as not only Asian but also Ukraine was listed as 74th in the ranking, but African and Latin American countries want no analysis was provided. to have their say in it. The fourth ranking does not have “branding” Also, the level of corruption, analysed mainly or “brand” in its name, but certainly covers through the Transparency International’s the issue: a comprehensive study titled The Corruption Perceptions Index, is broadly Soft Power 30: A Global Ranking of Soft Power 201714, with the latest edition published by the list of Top 10 Strongest Nation Brands Portland Communications in July 2017. It intaken 2016, into led account. by Singapore It influences, – “the for instance,cleanest focuses on a broad issue of public diplomacy country in Asia”. What is also interesting and soft power, where (as stated above) about Singapore’s leading position is its national branding is just an element of the “superb public transportation system” and whole picture. The authors of the survey “a high quality education system based propose an analytical framework divided in English”. The extraordinary result in into objective (government, digital, culture, the category “People and Skills” helped enterprise, engagement, education) and Singapore dominate the Top 10 Strongest polling (cuisine, tech products, friendliness, Nation Brands also in 2017. culture, luxury goods, foreign policy, liveability) data. Perception, a key factor in The third index is titled Country Brand branding, matters especially in the latter, Index – Future Brand13 and is focused polling part of data. Even though it is authored mainly on consumer perceptions across by a communications company, the report several dimensions: awareness, familiarity, covers broadly last year’s political events and associations, preference, consideration, and trends, which to a large extent are the point of decision/visitation. From the perspective departure to any further analysis in the survey. of this article, the associations dimension Just like all the other reports, The Soft Power is most interesting as it covers factors such 30 is dominated by Western countries. Some as value system, quality of life, business positions may be quite surprising though: potential, heritage and culture, tourism, China on the 25th, the Russian Federation “made in”. The authors of the report claim on the 26th, and Turkey on the 30th position. that not all countries can qualify as brands. Ukraine is not covered in the report.

13 “The Future Brand’s Country Brand Index 2014-2015” [https://www.futurebrand.com/uploads/CBI2014-5.pdf] 14 “The Soft Power 30. A Global Ranking of Soft Power”, 2017 [https://softpower30.com/wp-content/uploads/2017/07/The-Soft-Power-30-Report-2017-Web-1.pdf]

UA: Ukraine Analytica · 4 (10), 2017 25 Ukraine’s Performance in categories, including government integrity, International Indexes government spending, and trade freedom. The most common word, however, used Taking branding as a point of departure, to describe the economy of Ukraine was it needs to be stated that Ukraine was “fragile”, meaning that no positive trend and tackled in the Brand Finance – Nation no progress in Ukraine have yet been fully Brands in its 2016 edition – but not in the sustainable. newest one. In 2016, it was ranked 4th in the 5 Best Performing Nation Brands Staying close to the economic factors, category. As it was written in the study, the one should take notice of the World country’s economy was well balanced in Economic Forum’s Global Competitiveness the conditions of war with Russia over the Index16, with its latest edition published Donbas and the annexation of Crimea. On in September 2017. Ukraine was ranked the other hand, it was stated that this quite a 81st (an upgrade from 85th in the previous good performance stemmed from recovering edition). It performed badly when it came from the dark years of 2014-2015. It is often to institutions (118th), macroeconomic easier to advance from very low positions environment (121st), goods market than from the higher ones. According to st the authors, this proved to be one of the development (120th). However, when it came major challenges for the future of Ukraine, toefficiency “softer” indicators, (101 ), and the situation financial was market quite especially because it desperately needed an good and the positive trend was noticeable: increased international investment. Lack of health and primary education – 53rd, higher sustainable FDIs has been hampering the education and training – 35th, market size – development of the country from the very 47th, innovation – 61st place.

Soviet Union’s collapse. In World Economic Forum’s Global Human first day of independence following the Capital Report 201717, Ukraine scored even Even though this report focuses primarily better and took the 24th position (out of 130 ranked countries). In the “capacity” section fact that Ukraine remains highly vulnerable of the report’s typology Ukraine ranked toon hybrid financial warfare factors, and it information underlines alsoattacks, the 5th due to its high scores in literacy and also due to the resistance in the Ukrainian numeracy, as well as primary, secondary, government towards the development of a and tertiary attainment rates. communications strategy and tools. These positive human capital trends were As for other reports, more focused on the 18 economy, the Heritage Foundation, one published by Cornell SC Johnson College of of the leading conservative think tanks in confirmedBusiness, INSEAD in the Global Business Innovation School, andIndex the the US, annually publishes The Index of World Intellectual Property Organisation. Economic Freedom15 that in 2017 gave Ukraine was ranked 50th (out of 127 ranked Ukraine some credit for recent reforms. The countries). When it came to “hard-core” rating of Ukraine grew in the majority of categories, it performed badly: institutions –

15 The Index of Economic Freedom, The Heritage Foundation [http://www.heritage.org/index/country/ukraine] 16 Global Competitiveness Report 2017-2018, The World Economic Forum, 26 September 2017 [https://www.weforum.org/reports/the-global-competitiveness-report-2017-2018] 17 Global Human Capital Report 2017, The World Economic Forum [https://www.weforum.org/reports/the-global-human-capital-report-2017] 18 Global Innovation Index 2017 [https://www.globalinnovationindex.org/]

26 UA: Ukraine Analytica · 4 (10), 2017 101st, infrastructure – 90th, market EU and Western Europe category, where sophistication – 81st place. However, when it Bulgaria had the worst result – the 75th came to softer categories and human capital position (globally) and 41 points. (especially among the young generation), some countries might have felt jealous In the circle of rankings that take both the of Ukraine’s results: human capital and economic and political angles, the Freedom research – 41st, knowledge and technology House’s Freedom Index21 should also be outputs – 32nd, creative outputs – 49th taken into account. In the latest edition of position. the report, Ukraine ranked as partly free. The recovery from a tremendous turmoil of in Ukrainian human capital can be foundAnother in confirmationthe 2017 edition of high of possibilitiesThe Global However,2014 and thethe struggle failure andin effortsimplementing in the field a Talent Competitiveness Index: Talent grandof conflict anti-corruption with Russia were reform, acknowledged. as well and Technology19, published jointly by as a solid and overwhelming position of INSEAD, the Adecco Group, and the Human oligarchs in politics and economy, with Capital Leadership Institute. The general the addition of the attacks on the press, performance of Ukraine was lower than made the performance much poorer than it average – the 69th place out of 118 ranked countries. However, Ukraine performed Corruption Perceptions Index. very well in particular categories (and there could be. This confirmed the results of the are 65 indicators in the report), such as: When it comes to more global, UN reports, “relationship of pay to productivity, “migrant one should take into account the Human stock”, “tertiary enrolment”, “tertiary Development Report annually delivered by education expenditure”, “technicians and the UNDP, one of the most comprehensive reports that serve as a point of departure skilled employees”, “availability of scientists to many analyses. It includes 122 indicators andassociate engineers”, professionals”, “workforce “ease with of tertiary finding devoted primarily to living conditions, divided into bigger categories such as health, education, inequality, poverty, as Theeducation”, above-mentioned “senior officials andTransparency managers”. well as work/employment/vulnerability, International’s Corruption Perceptions Index20 is probably the most often quoted sustainability. report when it comes to Ukraine. As long trade and financial flows, and environmental as Ukraine does not jump over Russia in Together with Armenia, Ukraine is this report (and the trend proves truly positioned at the 84th place out of the 188 sustainable), both the economy and the countries ranked in the Human Development international image of the country will Index (the most important part of the remain weak. In the latest, 2016 edition of Human Development Report). In the years the index, both countries occupied a poor 1990-2015, Ukraine made quite a modest 131st place with 29 points, worse than the progress in the index (a 5.2% increase in average for Eastern Europe and Central points), for instance: life expectancy at birth Asia and much worse in comparison to the increased by 1.3 years and expected years

19 The Global Talent Competitiveness Index 2017 [http://www.gtci2017.com/documents/GTCI_2017_web_r3.pdf] 20 Corruption Perceptions Index 2016, Transparency International [https://www.transparency.org/news/feature/corruption_perceptions_index_2016] 21 Freedom Index 2017, Freedom House [https://freedomhouse.org/report/freedom-world/freedom-world-2017]

UA: Ukraine Analytica · 4 (10), 2017 27 of schooling increased by 2.9 years. What advance in development will take place. Here is important, “Ukraine’s GNI per capita we focus on development, much broader decreased by about 31.9 per cent” in that than the GDP growth. Development based time.22 Ukraine ranks below average in the on corruption will not prove sustainable high human development group (where it and long lasting, even though the economic is ranked), as well as below average for the growth may be booming. category of Europe and Central Asia. But third, every single survey devoted to Conclusions (or at least mentioning) innovation and human capital highlights the great potential Statistics serve only as a point of departure to that lies in Ukrainian people, especially and background for further analysis. They do the young generation. This is good news, not provide investors with enough answers especially when the research on the future to questions that come to mind if money is to of work is concerned. Every report in this be invested, if a plant is to be built, or if an intelligence, robotics, and the Internet of any country. They do say a lot however and Things,field underlines these are that social in theand age soft of skills, artificial as mayR&D promptprogramme at least or someunit is answers. to be launched in well as life-long learning and the open- mindedness of the students and labour force that will decide what the fate of a country will look like. Moreover, it is said that every single survey devoted to apart from the competition over exports, innovation and human capital FDIs, and tourists, talent attraction is to «highlights the great potential that lies in Ukrainian people, tomorrow.23 Therefore, if the government especially the young generation mostlyof Ukraine influence focuses the on national its people, branding on their of education (from primary to tertiary), on their access to labour market and just When it comes to the brand of Ukraine, salaries (which means also a grand anti- a few observations stem from the above- corruption reform and responding to mentioned data. First of all, the effort of the demographic and migration challenges), government to act and implement certain they will build a national brand that Ukraine needs and can eventually obtain. acknowledged. Second, there is a feeling that somereforms years in the have times been of lost conflict or at and least turmoil the time is was not used effectively. The grey zone and Katarzyna Rybka-Iwańska, Department of Foreign corruption stand still in Ukraine. And as long Policy Strategy, Ministry of Foreign Affairs of the as corruption will be mentioned in any (and Republic of Poland. Global trends analyst, public every) analysis of Ukraine, no tremendous diplomacy expert, university teacher. change and a sustainable and long-lasting

22 Human Development Report, UNDP [http://hdr.undp.org/sites/all/themes/hdr_theme/country-notes/UKR.pdf] 23 K. Dinnie, et. al., Why Countries Engage in Nation Branding, [in:] K. Dinnie (ed.), Nation Branding: Concepts, Issues, Practice, Elsevier Ltd. 2008, p. 17.

28 UA: Ukraine Analytica · 4 (10), 2017