EVENT MARKETING TO PROMOTE THE BRAND OF THE COUNTRY: UKRAINIAN CONTEXT

Abstract

Abstract. In modern world of globalization processes influenced by competition between nation
states increasingly resembles the struggle for the consumer between large corporations. In
such a competition becoming increasingly important for states acquires its own unique way;
this should not only be associated with this country, but to characterize it in a positive way. In
order to sell their «product» to the state, you must have all of the above is included in the concept
of the brand.
Ukraine in recent years, making the first steps towards the development of its brand. Deemed
important not only to the creation of the brand, but also the identification of the main target
groups, as well as ways to promote the brand «Ukraine» in the international arena. The purpose
of the article appears in the application event marketing brand promotion of the country as an
example of the Ukrainian state.
The study covered efficiency event marketing brand promotion States: with little public funds
it is able to more efficiently than outdoor advertising to promote the brand of the country in the
international arena. The study contains a number of recommendations for the various activities
in Ukraine to promote its brand in the international arena.
Key words: brand state, event marketing, economics events, branding the state.