The role of branding as a public policy tool in the context of post-war recovery
DOI:
https://doi.org/10.26642/ppa-2026-1(13)-22-32Keywords:
city branding, territory branding, state policy instrument, post-war recovery, Ukraine, war, challenges of post-war recoveryAbstract
The integration of territorial branding into state policy can become one of the tools for responding to the complex challenges of post-war recovery. The article analyzes the possibilities of using territorial branding as a state policy tool in the processes of post-war recovery of Ukraine. Based on the generalization of scientific works by Ukrainian and foreign researchers, as well as analytical reports on the consequences of the Russian-Ukrainian war, the key challenges facing Ukrainian cities and territories in the infrastructure, economic, environmental, socio-humanitarian and management spheres are identified. It is substantiated that territorial branding, provided it is integrated into state policy, can perform not only a communication but also a coordination function, combining narratives of recovery with practices of strategic planning, resource mobilization, investment attraction and strengthening of public trust. It is shown that in the post-war context, branding can support the restoration of identity, increase the competitiveness of territories and consolidate internal and external stakeholders. At the same time, the risks of such an approach are outlined, in particular the danger of overly centralized decisions, limited inclusiveness and a lack of public trust. It is concluded that it is advisable to consider territorial branding as an auxiliary tool of the state policy of post-war recovery, the effectiveness of which depends on its coherence with real changes in the field of recovery, quality of governance and community participation.
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