Abstract

The article examines national branding as a determinant vector of reforming political system of Ukraine. The author claims, that any reform will not achieve high results if the country is considered with the prejudice in the world. Respectable reputation of the business, political stability, tradition’s uniqueness and appeal of the territory –are the guarantee of respect for the country and its population in the world. The brand of country-nation by itself is an intangible product, which has spiritual roots. It is fated to form social values. A country with a stable brand –is a significant player of the world politics and international relations.