Holding of the European Football Championship should be used for popularization of the brand of Ukraine as a state in the world, it was discussed during the first international forum Ukraine: Branding of Country and Cities, UKRINFORM reports.

"A very strict competition exists in the world. These are realities of life. Every people and the state fights for its place under the sun, and wins in this competition of the consolidated country, citizens of which are proud of their history and are able to promote and protect their national interests using modern methods," President of the Ukrainian League of Industrialists and Entrepreneurs Anatoliy Kinakh noted. He added that now it is very important to consolidate efforts for creation of the Ukrainian brand, both on the part of the state and on the part of business and public organizations.

PRG President Natalia Popovych noted that holding of UEFA EURO 2012 gives a chance for Ukraine to reach a breakthrough in improvement of own reputation in the world by less efforts. She emphasized that Ukrainian business is interested in such a brand of the state that would evoke trust and respect on the international markets. Popovych believes that at the same time when Ukraine makes its first steps in development of the country brand, it is necessary to develop and implement a strategy of integrated communications which by uniting the efforts of the state, business and professional public initiatives will allow to advertise Ukraine in the world over 18 months.

Brand manager Andriy Fedoriv noted that now it is an ideal moment for working over the country brand. "In the nearest two years, attention of millions of people will be focused on Ukraine. We have to get rid of the image of the provincial-collective-farm state and should acknowledge what our uniqueness consist in and bring this to the world through branding instruments," the expert underscored.

The aim of the forum was to attract the best international experience in this sphere, to establish contacts among responsible government structures, professional-business initiatives, local self-government bodies, public associations and international organizations, working for the sake of Ukraine's reputation in the world.

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