BRAND UKRAINE

What BRAND UKRAINE does

BRAND UKRAINE is a Ukrainian non-governmental organization founded in February 2022 in Kyiv, in the immediate aftermath of Russia's full-scale invasion, with a mandate to develop and manage Ukraine's national brand internationally. The organization is led by Maria Lypiatska (Head) and Marina Dadinova (Deputy Head and Head of Programmatic Direction) and operates with approximately 11 employees. Its primary asset is the Ukraine.ua digital ecosystem — an official multi-platform presence comprising dedicated English- and Arabic-language pages on Facebook, Instagram, LinkedIn, Spotify, TikTok, X, Threads, WhatsApp, and YouTube, plus the ukraine.ua and war.ukraine.ua websites — managed jointly with the Ministry of Foreign Affairs of Ukraine. The ecosystem reaches millions of foreigners monthly with verified information about Ukraine.

The organization's product portfolio spans ongoing analytical publications (annual Global Perception Report, regional perception reports for North America and MENA, weekly search query reports, monthly social network and international media coverage reports, quarterly brand attribute monitoring across six languages) and project-based international communication campaigns. Notable campaigns include 'What We Are Fighting For 2.0' (US, 2024), 'Inspired by Winners' (Gulf States, 2024), 'Nations Against Disinformation 2.0' (2024), and 'Transparent Ukraine' (2025). The organization also hosts the annual BRAND UKRAINE International Conference (inaugural edition June 2024 in Kyiv) and runs the Brand Ukraine Practicum educational program launched in May 2025, plus the 'Journey to Yourself. Paths of Recovery' tourism-recovery program with the State Agency for Tourism Development (ДЕРТ) announced for 2026.

BRAND UKRAINE generates no commercial revenue. It is funded through international grants and partnership contributions, with the European Union (acknowledged via website footer funding notice) and USAID/ENGAGE (implemented by Pact) identified as core institutional funders, supplemented by creative-agency partners (Saatchi & Saatchi, PlusOne, Bickerstaff.734) and multiple Ukrainian government entities (Ministry of Foreign Affairs, Ministry of Culture and Information Policy, Ministry of Digital Transformation, National Agency on Corruption Prevention, State Agency for Tourism Development). Geographic operating scope spans Europe, North America, and the MENA region.

Name

BRAND UKRAINE

Legal name

BRAND UKRAINE

Website

https://brandukraine.org.ua

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

BRAND UKRAINE is a Kyiv-based Ukrainian non-governmental organization founded in February 2022 that strengthens Ukraine's national brand internationally through the official Ukraine.ua digital ecosystem, perception research, international communication campaigns, and the annual BRAND UKRAINE International Conference, funded by EU, USAID, and partner grants.

Ownership category

akta.pro rank

Product category

Public Diplomacy / National Brand Communications

NAICS

Public Relations Agencies (54182), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Cause/Sustainability & Purpose-Driven Creative Agencies (MPAAAAAL)

Keywords

• National brand management
• International communications
• Country reputation research
• Digital public diplomacy
• Strategic communications campaigns

Headquarters

HQ city

Kyiv

HQ country

Ukraine

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Others

Revenue model

1. International Grants and Donations: BRAND UKRAINE is funded by international organizations including the European Union, USAID, and other partners. The organization transparently reports on projects and initiatives through annual reports. Funding supports international communication campaigns, research, and the Ukraine.ua digital ecosystem.
2. Partnership Contributions: Partners including European Union, Saatchi & Saatchi, PlusOne, and others contribute resources and support for specific projects and campaigns. The organization also receives support from government entities like the Ministry of Foreign Affairs of Ukraine.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

BRAND UKRAINE develops and delivers international communication projects to strengthen Ukraine's national brand globally. Its core offering is the Ukraine.ua digital ecosystem (official websites and multi-platform social media presence maintained with the Ministry of Foreign Affairs of Ukraine), supported by data-driven perception research and targeted international communication campaigns aimed at foreign audiences in the West, the US, and the Gulf States.

Product overview

BRAND UKRAINE is a Ukrainian non-governmental organization founded in February 2022 that works to strengthen Ukraine's national brand internationally. The organization operates a digital ecosystem centered on the Ukraine.ua platform (including ukraine.ua and war.ukraine.ua websites and official social media channels across 10+ platforms) combined with analytical products including the Global Perception Report series (annual), regional perception reports (North America, MENA), and regular monitoring products (weekly search queries, monthly social media and media coverage reports, quarterly brand attributes). BRAND UKRAINE also delivers international communication campaigns and projects, hosts the annual Brand Ukraine International Conference, and runs educational programs like Brand Ukraine Practicum. The organization's portfolio includes both project-based campaigns (Transparent Ukraine, Nations Against Disinformation, Inspired by Winners, What We Are Fighting For) and ongoing communication products distributed via newsletters and digests.

Differentiator

Problem solved

Functional benefit

Brands

• Ukraine.ua: Official digital ecosystem of Ukraine for foreign audiences, including official websites ukraine.ua and war.ukraine.ua, and social media pages on Facebook, Instagram, LinkedIn, Spotify, TikTok, X (Twitter), Threads, WhatsApp, and YouTube
• Transparent Ukraine
• Brand Ukraine Practicum
• Подорож до себе. Шляхи відновлення (Journey to Yourself. Paths of Recovery)

Products and services

• Ukraine.ua Digital Ecosystem Official English-language digital ecosystem of Ukraine maintained by BRAND UKRAINE in partnership with the Ministry of Foreign Affairs, providing verified information about Ukraine to international audiences across multiple platforms.
• Ukraine's Global Perception Report Annual comprehensive analysis of Ukraine's image abroad, based on data from leading Ukrainian and international analytical research companies and international ratings, with practical recommendations for developing international communications and the national brand of Ukraine.
• 2025 Ukraine's Country Reputation Research conducted by Reputation Lab providing exclusive insights into how Ukraine is perceived around the world and exploring key factors shaping Ukraine's international reputation.
• Ukraine's Perception Report in North America Regional perception report analyzing how Ukraine is perceived specifically in North America.
• Ukraine Perception in Middle East and North Africa Regional perception report analyzing Ukraine's image among MENA region audiences, including media monitoring and sociological research.
• Ukraine Support Radar Special research analyzing international media and Google queries on support of Ukraine and US-Ukraine relations.
• Nations Against Disinformation 2.0 International communication campaign countering propaganda and fake news about Ukraine in the age of AI through interactive surveys, quizzes, and explainer content on Ukraine.ua social media platforms.
• What We Are Fighting For 2.0: Thanksgiving Day campaign Digital communication campaign in the US targeting Texas, Ohio, and Louisiana to raise awareness about the importance of supporting Ukraine during pre-election debates.
• Inspired by Winners International digital information campaign aimed at Arab States of the Gulf focusing on Ukraine's innovations and sporting achievements to build positive associations beyond war.
• Transparent Ukraine International communication campaign highlighting Ukraine's progress in transparency, accountable governance, digital transformations, and reducing corruption risks, implemented on the Ukraine.ua platform.
• BRAND UKRAINE International Conference Annual international conference on Ukraine's national brand bringing together experts in strategic communications, brand development, and global research.
• Brand Ukraine Practicum Educational-practical program for students wanting to study international communications and shape Ukraine's brand globally, where participants work with real international projects from analytics to SMM, strategic communications, and media work.
• Journey to Yourself. Paths of Recovery (Подорож до себе. Шляхи відновлення) National program for emotional and psychophysical recovery of Ukrainians through domestic travel, combining natural landscapes, cultural heritage, and soft stabilization practices; includes a digital platform with personalized recovery routes and an interactive tourism map.

Quantifiable outcome

• 16th most recognizable country globally (2023)
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

18 partnerships are on record, tiered core and minor.

• Ukrainian State Center for International EducationcoreStrategic or Co-development Partner · 6 June 2024Following the BRAND UKRAINE International Conference 2024, a memorandum of cooperation was signed between BRAND UKRAINE and the Ukrainian State Center for International Education, formalizing collaboration in international education and brand development.
• USAID/ENGAGE (Pact)coreStrategic or Co-development Partner · 6 June 2024USAID/ENGAGE activity, funded by USAID and implemented by Pact, co-hosted the BRAND UKRAINE International Conference 2024. The partnership provides financial and operational support for conference organization and strategic communications initiatives.
• European ParliamentcoreStrategic or Co-development Partner · 4 June 2024BRAND UKRAINE conducted a seminar on countering disinformation for staff of the European Parliament as part of the Nations Against Disinformation initiative, addressing political threats related to Russian disinformation spread.
• Ministry of Foreign Affairs of UkrainecoreStrategic or Co-development PartnerBRAND UKRAINE develops the Ukraine.ua digital ecosystem together with the Ministry of Foreign Affairs of Ukraine. This partnership represents the core strategic collaboration for managing Ukraine's official international digital presence across all major social media platforms and websites.
• PARKOVYminorOthersPARKOVY served as the venue partner for the BRAND UKRAINE International Conference 2024, hosting the event in Kyiv on June 6, 2024.
• Saatchi & SaatchiminorStrategic or Co-development PartnerListed as a partner organization supporting BRAND UKRAINE's mission to strengthen Ukraine's national brand.
• PlusOneminorStrategic or Co-development PartnerListed as a partner organization supporting BRAND UKRAINE's mission.
• Ministry of Culture and Information Policy of UkrainecoreStrategic or Co-development PartnerThe Ministry of Culture and Information Policy of Ukraine is a key government partner collaborating on international communications and Ukraine's national brand development.
• Zinc NetworkcoreStrategic or Co-development PartnerZinc Network conducted workshops at the BRAND UKRAINE International Conference 2024 on topics including countering disinformation. The organization partners on research and strategic communications initiatives.
• Detector MediacoreStrategic or Co-development PartnerDetector Media conducted workshops at the BRAND UKRAINE International Conference 2024 and is a partner in strategic communications and media monitoring initiatives.
• UNITED24MediacoreStrategic or Co-development PartnerUNITED24Media conducted workshops at the BRAND UKRAINE International Conference 2024 as part of the event's programming.
• Bickerstaff.734 Creative AgencycoreStrategic or Co-development PartnerBickerstaff.734 developed the creative idea and social media campaign for 'What We Are Fighting For 2.0: Thanksgiving Day campaign.' The agency created hand-drawn thank you cards and campaign video demonstrating gratitude to American citizens for their support of Ukraine.
• European University InstitutecoreStrategic or Co-development PartnerThe European University Institute partnered to organize and support the BRAND UKRAINE seminar for the European Parliament and European Commission held on June 4, 2024.
• Transparent Network (Прозора Мережа)coreStrategic or Co-development PartnerTransparent Network (Прозора Мережа), a union of Ukrainian banks and an innovative platform for instant transparent payments, supported the development of the Ukraine.ua ecosystem enabling the 'Transparent Ukraine' campaign. The partnership includes DCM company providing technological solutions for financial transparency.
• Ministry of Digital Transformation of UkrainecoreStrategic or Co-development PartnerConsulted and assisted in preparing materials for the 'Transparent Ukraine' campaign, contributing expertise on Ukraine's digital transformations and transparency achievements.
• National Agency on Corruption Prevention (NAZK)coreStrategic or Co-development PartnerConsulted and assisted in preparing materials for the 'Transparent Ukraine' campaign, providing expertise on anti-corruption efforts and transparency governance.
• State Agency for Tourism Development of Ukraine (ДАРТ)coreStrategic or Co-development PartnerBRAND UKRAINE partnered with ДАРТ to launch the national program 'Journey to Yourself. Paths of Recovery' for psychological and physical recovery of Ukrainians through domestic travel, combining tourism development with national brand building.
• Міністерство розвитку громад та територій УкраїниcoreStrategic or Co-development PartnerPartnered with BRAND UKRAINE on research and strategic communications, including analysis of Ukraine's perception in the MENA region and campaign development for international audiences.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Brand Finance: Brand Finance publishes widely cited country-brand valuations and rankings (e.g., Global Soft Power Index) and consults governments on brand strategy. Its research and ranking work overlaps with BRAND UKRAINE's Global Perception Report and country reputation research outputs.
• Portland Communications: Portland Communications is a strategic communications consultancy working with governments and multinationals on perception, particularly across Africa and emerging markets. It is comparable to BRAND UKRAINE in offering government-grade strategic communications for country and policy clients.
• FutureBrand: FutureBrand is a global brand consultancy that publishes the Country Brand Index and advises governments on country branding strategy. It competes in the same advisory space as BRAND UKRAINE but as a commercial consultancy serving multiple national clients rather than as a single-country brand steward.

Direct peers

• Brand USA: Brand USA is the destination marketing organization for the United States, tasked with driving inbound tourism and projecting a national image abroad. It is a direct functional peer to BRAND UKRAINE's mission of strengthening national perception among foreign audiences through campaigns, research and partnerships.
• VisitBritain: VisitBritain is the national tourism agency of the UK running international campaigns, market research and PR to shape perception of Britain overseas. Its mandate to promote a country image to international audiences closely mirrors BRAND UKRAINE's Ukraine.ua ecosystem and perception-reporting work.
• Tourism Australia: Tourism Australia runs global 'There's Nothing Like Australia' campaigns and a well-known market-insights program to position Australia internationally. The research-driven, campaign-led model is structurally similar to BRAND UKRAINE's mix of perception analytics and creative campaigns.
• Brand South Africa: Brand South Africa is a government-aligned entity promoting South Africa's national image abroad through campaigns, research and stakeholder engagement. Like BRAND UKRAINE, it operates as a quasi-official national brand steward with a mission tied to geopolitical context.

Others

• Anholt-Ipsos Nation Brands Index (Ipsos): Ipsos publishes the Nation Brands Index, a flagship dataset on how countries are perceived globally. It is a data and research peer whose country-reputation research overlaps with BRAND UKRAINE's Global Perception Report and Ukraine's Country Reputation series.
• City Nation Place: City Nation Place is the global conference and awards body where BRAND UKRAINE won first place in 2023 for 'What We Are Fighting For'. It is an ecosystem peer — an event, awards and knowledge network for place and nation-brand practitioners where BRAND UKRAINE competes for recognition and partners.

Emerging players

• Zinc Network: Zinc Network is a global strategic communications agency focused on countering disinformation and shaping narratives in fragile and conflict-affected markets. It is an emerging player overlapping with BRAND UKRAINE's disinformation and narrative-shaping work, and is already a confirmed workshop partner at the BRAND UKRAINE conference.

Market position

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/ukraine_ua
• Facebookfacebook.com/lovemark.ukraine
• LinkedInlinkedin.com/company/lovemarkukraine
• Instagraminstagram.com/brandukraine.org.ua

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BRAND UKRAINE