IMAGE OF UKRAINE IN THE GLOBAL ECONOMIC SPACE

Abstract

The article examines the image of Ukraine in the global economic space by assessing and comparing the world's leading ratings in the field of national branding, ratings that affect the image of Ukraine and some industry ratings. The transformation of the country's foreign economic priorities in the direction of purposeful promotion of its interests and the formation of a national brand in the global economic space are all due to intensified international competition, globalization of the world economy in terms of intensification of innovation processes and rapid growth of scientific and technological progress. In a difficult socio-economic and geopolitical situation for Ukraine, the issues of forming a national brand are very relevant, and its research has a considerable scientific interest. In this context, the national brand can become one of the ways to integrate the Ukrainian economy into the global economic space and support it at the appropriate level in the system of world economic relations. The role of the national brand in the positioning of the state in the international arena is analyzed. The interdependence of internal and external image of Ukraine is revealed. It is very important to intensify Ukraine's role in the world stage and strengthen its global competitiveness. Ukraine's place in the leading research on the national brand has been identified such as: the competitiveness index, the global innovation index, the economic freedom index, the ease of doing business index, etc. The strengths and weaknesses of positioning the image of Ukraine in the global economic space are analyzed. Prospects and recommendations for the development of the national brand of Ukraine are highlighted. The purpose of this work is to analyze the image of Ukraine in the global economic space and the peculiarities of the development of its national brand to gain a competitive advantage in the face of increasing international competition. Ukraine has every opportunity to rise in the system rankings. If we analyze their individual elements then we can see that the country receives the lowest values estimations in that direction that is characterized by the governance quality.