Abstract:
The publication outlines the trends of global changes and development trends of modern Ukraine –
conditions of uncertainty – in which territories at all levels compete for influence on the process of world
resources redistribution. It has been proved that place branding "from above" – by developing a strategy
for its promotion by special authorities with the possible involvement of non-governmental actors
is ineffective due to the inflexibility of this approach and limited state influence on external information
space. The author clarifies the content of such key categories of branding discourse as strategic
communications, public diplomacy, brand, image, reputation, visions, narratives. The publication
demonstrates author’s attempt to build a model of stages for correction of the existing state public image
through the tools of strategic communications, including public diplomacy, and to prove the feasibility
of systematizing successful cases of public diplomacy "from below", because the future is in local place
branding. A correlation is established between the stages of public image promotion, purposeful
interactions of all subjects of public diplomacy and their results. The conclusion is made about the expected
result of state strategic communications, which is in fixing the loyalty of the state – a high degree of trust,
devotion and reliability of relationships that can become valuable, can spread interpersonal trust
in society, institutional trust between states and act as a resource of a generalized trust in the process
of territory self-organization and prospects of its brand. Such form of generalized trust as the loyalty
capital is a serious basis for the competitiveness of the state in a new world order and the consolidation
of the nation in conditions of uncertainty.
