Year: 2025
Type: article
Abstract: Introduction. In the context of military aggression against Ukraine, the information war significantly affects the country's reputational capital and economic resilience. Building a strong national brand becomes a strategic tool not only for countering information threats but also for ensuring economic stability and growth. Despite the increasing number of studies on information security and public diplomacy, a comprehensive economic and marketing approach to analyzing the relationship between information warfare and state branding remains insufficiently explored. This underscores the need for in-depth scientific research on the issue and defines the relevance of the chosen topic. Methods. The study employs a combination of general scientific and specialized methods, ensuring the comprehensiveness and reliability of the results. The theoretical foundation includes analysis and synthesis, induction and deduction, comparison, and generalization, which allow for the systematic organization of scientific approaches to studying the processes of national brand formation and management in the context of information warfare. The use of content analysis and comparative analysis methods made it possible to identify the specific influence of information threats and strategic communications on the international positioning of Ukraine’s brand during military aggression. Results. The study substantiates that strategic management of the national brand is a crucial factor in enhancing the state’s resilience under military aggression and information warfare. The effective use of marketing research contributes to the timely identification of information threats, the development of relevant communication strategies, and the adaptation of the country’s image to changes in the global information environment. The application of digital analysis tools, systematic monitoring of the information space, and active state support enable timely responses to cyberattacks, disinformation, and other forms of informational pressure. In the context of increasing hybrid threats, it has been shown that the national brand can serve as a powerful instrument for strengthening Ukraine’s international reputation and increasing societal trust. An effective system of marketing research and strategic communications not only supports a positive state image in crisis conditions but also creates new prospects for the country’s development. Discussion. Prospects for further research lie in improving models for measuring the effectiveness of national branding under conditions of hybrid threats, analyzing the role of digital media in the global positioning of the state, and developing crisis communication strategies. Particular attention should be given to studying the relationship between information security and marketing tools, which will enhance the adaptability of the country’s brand during armed conflict and ensure its long-term resilience.
Author: Корчинська, Олена
Language: Ukrainian
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7140355102