How Much Power Does Ukraine’s Image Hold in World Politics?

The conference began on September 18 with the Ukrainian national anthem, followed by a minute of silence, a tradition at Ukrainian events to honor fallen defenders.

In her opening speech, Vineta Kleine, Head of Communications at the NATO Representation in Ukraine, discussed why the democratic world has rallied to Ukraine’s cause. She emphasized that the answer lies not just in geopolitics but also in the power of recognition.

When we see Ukrainian people defending democracy, individual liberty, the rule of law, and human rights against Russia’s brutality, we see freedom itself refusing to surrender.

Vineta Kleine

Head of Communications at the NATO Representation in Ukraine

Authentic national branding

“When we watch Ukrainians defend their culture, their way of living, their language, we witness both the pride they take in being Ukrainian and their determination to preserve their national identity. This is the power of authentic national branding.”

Among the speakers was Andriy Yusov, press representative of the Main Directorate of Intelligence of the Ukrainian Ministry of Defense. He highlighted how Ukraine’s global perception directly influences government and corporate policies.

“This perception influences the speed and effectiveness with which decisions are made regarding the supply of necessary weapons and ammunition, international financial and humanitarian aid, and the willingness of businesses to invest resources in our country,” Yusov explained.

Serhiy Zhadan, a Ukrainian poet, writer, musician, and serviceman, delivered a powerful reflection on Ukraine’s core values and the importance of ensuring their recognition globally.

“For now, there is more sympathy in our conversations than real solutions,” Zhadan said. “The world sees our actions, but doesn’t always understand our motivation. Why do Ukrainians speak of dignity? Why do they talk about freedom? What does love mean to them? The world has long stopped talking seriously and openly about these things.”

Study on Ukraine’s global image

At Brand Ukraine’s request, Reputation Lab conducted an exclusive international study on how Ukraine is perceived globally. With 46,055 evaluations collected across 21 countries, the study assessed emotional, rational, and behavioral perceptions of Ukraine, providing valuable insights into how the country is viewed worldwide.

The study’s target audience was the general population, aged 18 and over, with internet access. Respondents were from a diverse range of countries, including major global players like the United States, Japan, China, India, and Nigeria, as well as countries in Europe, the Middle East, and Africa.

The research was conducted through a 15-minute online survey between March and April 2025. In total, the RepCore Nations 2025 study surveyed over 61,000 respondents across 38 countries and assessed the reputation of 74 countries.

Ukraine has ranked among the top 30 global economies in reputation, securing 26th place out of the 60 largest economies.

Ukraine’s reputation score is 51.6, classified as “Average.” Ukraine evokes admiration, respect, and trust, and human capital is the foundation of its reputation.

Beyond the image

The event also featured exclusive workshops for business owners and a charity auction with unique lots, accompanied by a live music program in partnership with Cultural Forces.

As night fell, the Motherland Monument, which was hosting the conference, came alive with a 3D projection, blending light and sound into an unexpected artistic performance.

The project, created by artist and lighting designer Mykola Kablyka in collaboration with the Expolight team, marked the culmination of the Brand Ukraine International Conference.

“The goal was to convey to the world the now well-known word 'Ukraine' through the war, but to show that there are deeper values beneath it,” Kablyka said. “What lies inside? What exists beyond the mere image of a victim in war? We decided to use the largest sculpture in Europe, the Motherland Monument, as a symbol of Ukraine. Through special digital art, we created graphics that give the illusion of peering inside, revealing what is in the soul and heart of Ukraine and its people.”

Admiral Rob Bauer, the 33rd Chair of NATO's Military Committee, remarked in a recorded address featured during the conference that Ukraine’s perseverance stems from its clear understanding of what it is fighting for.

If you’re fighting for something, you will always be stronger than if you fight against something.

Admiral Rob Bauer

33rd Chair of the Military Committee of NATO

“Ukraine fights for the freedom to choose its own government and hold it accountable, for equality under the law, for equal opportunities without a corrupt elite oppressing the masses, for an independent judiciary, and for a free press.”

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