Issue 4(10), 2017 RATING TOURISM INVESTMENTS STATE STATE COMPETITION CAMPAIGN RELATIONS RATING ECONOMY VALUES RELATIONS COMMUNICATIONS EUROPEANIZATION PUBLIC DIPLOMACY ATTITUDE PROMOTION NATIONBRANDING INVESTMENTS PRIORITIES SOFT POWER VALUES UKRAINE RELATIONS STATE COMPETITION IMAGE CAMPAIGN UA: Ukraine Analytica · 4 (10), 2017 • NATION BRANDING • SOFT POWER • VALUES OR BUSINESS? 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 IT IS NECESSARY TO CREATE MESSAGES WITH THE IMAGE OF UKRAINE Interview with Anna Romanova, Member of the Parliament of Ukraine 1 What role does image play for modern states? A positive image makes an excess value of the territory, We live in the era of the Information Society. «while a negative one – on the It means that information about goods and contrary – is a threat to the investment territories is much more important than and tourism attractiveness some material things. Look: Nowadays information wars are more widespread and more effective than classic ones. Therefore, image, being a part of informational reputation was formed spontaneously. perception of the state by target consumers Unfortunately, we have a similar situation (tourists, investors), is more important than concerning Ukraine. It is necessary to the availability of raw resources. A positive understand that branding of a country is image makes an excess value of the territory, while a negative one – on the contrary – is result is worth it. Branding should begin a threat to the investment and tourism withdifficult, the politicalsystematic, will and of the expensive. state leadership. But the attractiveness. harmful for the image of the whole state. 2 When we are talking about branding Corruption scandals of top officials are most of a country, do we mean just tourism? 3 What can be the main components of the Ukrainian brand? Of course, no. Branding of a country A big European country; a safe place with investment attractiveness of the country, big opportunities for traveling, business, theencompasses willingness and to live,then study,influences work, theget education, medical treatment, living… Open- medical treatment, and do business there. minded, hospitable people, who, at the If a positive brand of the country is not same time, respect their traditions (in the created in time, the reputation will be era of globalization and erasure of borders, formed spontaneously anyway. Moreover, a national identity and preservation of generally, it is not always positive. Consider, traditions are valuable). for example, Colombia: What association comes up at the mention of this country? Of course, it is necessary to stop the war For the majority of people it’s “the state to achieve the image of a safe country. Today it is important to disseminate the decades, nobody cared about the branding information that the war covers no more of Colombiadrug trafficking systematically. and drug Thus, barons”. negative For than 6% of the territory. And the risk of a UA: Ukraine Analytica · 4 (10), 2017 3 terrorist attack in the capital of Ukraine is 2) Countries with which we have a stable lower than in other European capitals. We do not have such a number of migrants from (Turkey, Israel, Germany); the East and adherents to radical religious tourist flow and good logistic connections movements. The impeccable level of security 3) Countries with hyper-big tourist markets and organization of the Eurovision Song and tourists potentially interested in Contest-2017 in Kyiv proves that. the Ukrainian tourist product (China, Canada); 4 The soft power of Ukraine: Myth or reality? 4) Countries of potential consumers of the Ukrainian medical tourist product and I think it is the best way of promotion. services (Azerbaijan, UAE, Qatar). However, now we do not have a comprehensive vision of victory by means These countries should be informed about of soft power. What is “soft power”? Is it the Ukrainian investment and tourist products struggle on the diplomatic front or success in by means of holding “Ukrainian days” technology? Unfortunately, we have failed to there, inviting journalists to press-tours, do both these things. Some steps are taken, organizing fam-trips for specialists, tour but they are not systematic. This fact should operators, developers, etc. be recognized in order to start improving rapidly, before it is too late. 6 What are the associations with Ukraine in the world? I will be honest. Unfortunately, the majority I believe unless we make a of foreigners who have never been to strong brand of Ukraine which Ukraine associate it with a country of «is grounded in our history, spirituality, and traditions, we will and… a country of sex-tourism with easily be a raw materials appendage accessiblerevolutions, women. military The conflict reputation in Donbass, of the state as a zone of cheap (free) “sex-tourism” damages the tourist industry, the image of 5 What are the priority steps to Ukraine and Ukrainian women in general. promote the positive image of Ukraine? easily accessible women attracts a relevant contingent.The image Itof is a like cheap a snowball. destination The furtherto find First, it is necessary to create messages with the harder to get rid of such a tag. the image of Ukraine we want to see in the minds of potential tourists or investors. I believe unless we make a strong brand of Then, it is important to target the markets, Ukraine which is grounded in our history, i.e. not to promote Ukraine for everybody. spirituality, and traditions, we will be a raw There is not enough budget for it. We have to materials appendage, where raw materials choose priority countries. are not just woods, amber, and soil, but women as well. I propose to focus on targeted international tourist markets, such as: I even suggested obliging advertisers of strip clubs, “men’s clubs”, and erotic services 1) Neighboring countries (Poland, Hungary, to place billboards on the highway from Slovakia, Belarus); Boryspil international airport promoting historical and architectural, natural- 4 UA: Ukraine Analytica · 4 (10), 2017 recreational, and/or gastronomic tourist Ukraine based on historic-architectural, attractions of Ukraine, which would be gastronomic, cultural, nature-recreational equivalent to their advertising in terms of tourist attractions. Nevertheless, usually size and price. there is not enough money for such a correct promotion. This practice, provisionally called “if you advertise a brothel, pay for