USE OF ELEMENTS OF NATIONAL AUTHENTICITY AS TOOLS OF CULTURAL IDENTIFICATION OF UKRAINIAN BRANDS

Abstract

Abstract. The purpose of the article is to define in a modernist sense the directions of using elements of national authenticity as tools of cultural identification of Ukrainian brands, with their further promotion and positioning on the domestic and international markets. The tasks of the article were: to justify the need to use elements of national authenticity in the conditions of martial law; identify consumer expectations from brand communications in the specified conditions; to investigate the peculiarities of using Ukrainian identities in advertising and brand design cases; evaluate positive business cases of Ukrainian brands in the context of cultural and ethnic positioning; analyze advertising and situational creatives for relevance; to offer a set of identification tools for the formation of programs of recognition, consumer loyalty and differentiation in the market. When writing the article, the following research methods were used: abstract-logical (when forming the concept of using elements of national authenticity as tools of cultural identification of Ukrainian brands); systematization and epistemological method (when assessing the identity of well-known global brands); statistical methods of data processing, methods of grouping and comparison, analytical methods (for evaluating the dynamics of the value of brands); methods of content analysis and Internet monitoring (to determine the effectiveness of the positioning of Ukrainian brands). The scientific novelty of the obtained results lies in the further deepening of theoretical provisions, the development of scientific and methodological foundations and practical recommendations for the further improvement of management processes for the implementation of elements of national authenticity in brand positioning. The specific scientific results characterizing the novelty of the conducted research are as follows: the situationally relevant scientific approach to the formation of brand identification programs, "rebuilding" from competitors and differentiation on the market has been improved; the algorithm for evaluating consumer expectations in brand communications was further developed. The practical significance of the obtained results is that the main theoretical propositions, generalizations and conclusions made by the authors have been brought to the level of specific methods and practical recommendations regarding: increasing the importance of the socio-cultural role of the brand and its integration into the common political and socio-economic context and the formation a positive image of a Ukrainian brand that shares the values of its customers. Key words: national authenticity, Ukrainian brands, cultural identification, brand strategies, identity, consumer behavior, consumer loyalty.