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Brand Ukraine International Conference 2025
Brand Ukraine International Conference 2025
Brand Ukraine International Conference 2025
Brand Ukraine International Conference 2025
Brand Ukraine International Conference 2025
Brand Ukraine International Conference 2025
Brand Ukraine International Conference 2025
Brand Ukraine International Conference 2025

Country Brand as a Shield:
Values Guarding National Security

Country Brand as a Shield:
Values Guarding National Security

  • OFFICIAL PARTNERS OF THE CONFERENCE

  • Program partners

  • Media & Information partners

  • Hospitality partners

ABOUT THE CONFERENCE

ABOUT THE CONFERENCE

ABOUT THE CONFERENCE

The Brand Ukraine International Conference is Ukraine’s flagship annual event on country’s global image and reputation. Taking place in Kyiv — at the heart of Europe’s fight for freedom and resilience — this year’s conference will explore how values become a country’s strategic asset and a national security toolkit in the times of unprecedented geopolitical challenges.

If you work in place branding, government, diplomacy, international business, or communications — this is the must-attend event of the year. Expect inspiring world-class keynotes, high-level networking with decision-makers and thought leaders, and practical tools you can take back to your work the next day.

Nb! On September 13, the tickets cost will increase by 30%

Country Brand
as a Shield: Values Guarding

National Security

Working language: English

Simultaneous interpretation will be available at the event

10:00

Official opening ceremony and welcome address

10:00

Official opening ceremony and welcome address

10:00

Official opening ceremony and welcome address

10:00

Official opening ceremony and welcome address

Ukrainian national anthem performed by the opera ensemble from the Cultural Forces of Ukraine: Yurii Ivaskevych, Stanislav Pashchuk, Pavlo Hryshchenko, Nazarii Yatskiv, Artem Brazhnyk, and Ihor Mikhnevych

Official welcome and opening remarks from:

Maria Lypiatska

Head of BRAND UKRAINE

Maria Lypiatska

Head of BRAND UKRAINE

Maria Lypiatska

Head of BRAND UKRAINE

Maria Lypiatska

Head of BRAND UKRAINE

Vineta Kleine

Head of Communications, NATO Representation to Ukraine

Vineta Kleine

Head of Communications, NATO Representation to Ukraine

Vineta Kleine

Head of Communications, NATO Representation to Ukraine

Vineta Kleine

Head of Communications, NATO Representation to Ukraine

10:30

Keynote speech “What we stand for is what we can fight for”

10:30

Keynote speech by an international speaker “What we stand for is what we can fight for”

10:30

Keynote speech “What we stand for is what we can fight for”

10:30

Keynote speech “What we stand for is what we can fight for”

10:30

Keynote speech “What we stand for is what we can fight for”

What does it mean to have a country’s brand as a shield when one stands on the frontline of the world’s fight for freedom and truth?

In a world where wars are fought not only with weapons but with words and meanings, Serhii Zhadan delivers a powerful reflection on Ukraine’s lived values — and why they must be seen, known, and understood globally.

This is a poet’s front-line manifesto: about why it matters what the world thinks of your country when your nation is under attack. A deeply personal and fiercely universal keynote — a call to understand what Ukraine stands for — and why it matters for the world.

Speaker:

Serhii Zhadan

Ukrainian poet, novelist, civil activist, and active serviceman

Serhii Zhadan

Ukrainian poet, novelist, civil activist, and active serviceman

Serhii Zhadan

Ukrainian poet, novelist, civil activist, and active serviceman

Serhii Zhadan

Ukrainian poet, novelist, civil activist, and active serviceman

11:15

Main panel discussion “Values-driven country brand as national security instrument”

11:15

Main panel discussion “Values-driven country brand as national security instrument”

11:15

Main panel discussion “Values-driven country brand as national security instrument”

11:15

Main panel discussion “Values-driven country brand as national security instrument”

In today’s volatile world, a country’s image is more than a soft power asset — it can shape alliances, mobilize societies, and even bolster defense. This high-level panel will explore how place branding can become a tool for both soft and hard power — especially in times of existential threat, and why values-driven leadership matter on the world stage — now more than ever.

Participants:

Kata Varblane

Director of Country Promotion, Enterprise Estonia

Kata Varblane

Director of Country Promotion, Enterprise Estonia

Kata Varblane

Director of Country Promotion, Enterprise Estonia

Kata Varblane

Director of Country Promotion, Enterprise Estonia

Oleksandra Matviichuk

Human rights lawyer, head of the Center for Civil Liberties, Nobel Peace Prize recipient (2022)

Oleksandra Matviichuk

Human rights lawyer, head of the Center for Civil Liberties, Nobel Peace Prize recipient (2022)

Oleksandra Matviichuk

Human rights lawyer, head of the Center for Civil Liberties, Nobel Peace Prize recipient (2022)

Oleksandra Matviichuk

Human rights lawyer, head of the Center for Civil Liberties, Nobel Peace Prize recipient (2022)

Vineta Kleine

Head of Communications, NATO Representation to Ukraine

Vineta Kleine

Head of Communications, NATO Representation to Ukraine

Vineta Kleine

Head of Communications, NATO Representation to Ukraine

Vineta Kleine

Head of Communications, NATO Representation to Ukraine

Secret Guest

Secret Guest

Secret Guest

Secret Guest

12:30

Coffee Break

12:30

Coffee Break

12:30

Coffee Break

12:30

Coffee Break

13:00

Ukraine’s Global Reputation: Insights from Reputation Lab’s unique reputational analysis of Ukraine

13:00

Ukraine’s Global Reputation: Insights from Reputation Lab’s unique reputational analysis of Ukraine

13:00

Ukraine’s Global Reputation: Insights from Reputation Lab’s unique reputational analysis of Ukraine

13:00

Ukraine’s Global Reputation: Insights from Reputation Lab’s unique reputational analysis of Ukraine

Reputation Lab — a leading international advisory firm dedicated to managing and enhancing the most critical intangible assets: reputation and brand — presents exclusive insights into how Ukraine’s reputation is perceived worldwide.

The session will highlight key strengths, challenges, and global reputation drivers for Ukraine — and explore how perception fuels foreign investment, export growth, and global opportunities for Ukrainian businesses.

Participants:

Fernando Prado Abuín

Managing Partner, Reputation Lab

Fernando Prado Abuín

Managing Partner, Reputation Lab

Fernando Prado Abuín

Managing Partner, Reputation Lab

Fernando Prado Abuín

Managing Partner, Reputation Lab

Natalia Arenzana Arias

Managing Partner, Reputation Lab

Natalia Arenzana Arias

Managing Partner, Reputation Lab

Natalia Arenzana Arias

Managing Partner, Reputation Lab

Natalia Arenzana Arias

Managing Partner, Reputation Lab

14:00

Panel Discussion “How to Build a Real, Not Just Emotional, Foundation for Ukraine’s Global Reputation”

14:00

Panel Discussion “How to Build a Real, Not Just Emotional, Foundation for Ukraine’s Global Reputation”

14:00

Panel Discussion “How to Build a Real, Not Just Emotional, Foundation for Ukraine’s Global Reputation”

14:00

Panel Discussion “How to Build a Real, Not Just Emotional, Foundation for Ukraine’s Global Reputation”

Despite the high level of emotional support for our country worldwide, the real reputational foundation remains vulnerable due to a gap with specific reputation attributes that ensure Ukraine’s long-term standing in the world. Today, Ukraine is in the spotlight of international attention: any event, success, or crisis instantly becomes part of the global information agenda and influences our reputation.

This panel discussion seeks answers to questions vital for Ukraine’s future:

  • How can we move from predominantly emotional perception to a clear, measurable reputational foundation?

  • Which reputation attributes should Ukraine focus on today to strengthen its global image tomorrow?

  • How can we, through joint efforts, create positive news drivers and counter those that damage the country’s image?

Participants:

Perry Boyle (online)

Co-founder and CEO of MITS Capital

Perry Boyle (online)

Co-founder and CEO of MITS Capital

Perry Boyle (online)

Co-founder and CEO of MITS Capital

Perry Boyle (online)

Co-founder and CEO of MITS Capital

Fernando Prado Abuín

Managing Partner, Reputation Lab

Fernando Prado Abuín

Managing Partner, Reputation Lab

Fernando Prado Abuín

Managing Partner, Reputation Lab

Fernando Prado Abuín

Managing Partner, Reputation Lab

Kyrylo Cherednichenko (online)

Advisor, The Independent Association of Ukrainian Banks (IABU)

Kyrylo Cherednichenko (online)

Advisor, The Independent Association of Ukrainian Banks (IABU)

Kyrylo Cherednichenko (online)

Advisor, The Independent Association of Ukrainian Banks (IABU)

Kyrylo Cherednichenko (online)

Advisor, The Independent Association of Ukrainian Banks (IABU)

Iryna Shyba

Deputy Head, EUACI

Iryna Shyba

Deputy Head, EUACI

Iryna Shyba

Deputy Head, EUACI

Iryna Shyba

Deputy Head, EUACI

Andrii Teliupa

Deputy Minister of Economy, Environment and Agriculture of Ukraine

Andrii Teliupa

Deputy Minister of Economy, Environment and Agriculture of Ukraine

Andrii Teliupa

Deputy Minister of Economy, Environment and Agriculture of Ukraine

Andrii Teliupa

Deputy Minister of Economy, Environment and Agriculture of Ukraine

moderator:

Maria Lypiatska

Head of BRAND UKRAINE

Maria Lypiatska

Head of BRAND UKRAINE

Maria Lypiatska

Head of BRAND UKRAINE

Maria Lypiatska

Head of BRAND UKRAINE

15:00

Live on-stage dialogue: “Reputational security in an age of geopolitical upheaval”

15:00

Live on-stage dialogue: “Reputational security in an age of geopolitical upheaval”

15:00

Live on-stage dialogue: “Reputational security in an age of geopolitical upheaval”

15:00

Live on-stage dialogue: “Reputational security in an age of geopolitical upheaval”

World-renowned historian, propaganda researcher, and Professor of Public Diplomacy at the University of Southern California, Nicholas J. Cull in a live on-stage dialogue with Maryna Dadinova, Program Director at BRAND UKRAINE, will explore how countries can defend their image in an era of hybrid threats and global instability and share insights from his latest book "Reputational Security: Refocusing Public Diplomacy for a Dangerous World”.

Speaker:

Professor Nicholas J. Cull

Professor of Communication, Centre for Communication Leadership and Policy

Professor Nicholas J. Cull

Professor of Communication, Centre for Communication Leadership and Policy

Professor Nicholas J. Cull

Professor of Communication, Centre for Communication Leadership and Policy

Professor Nicholas J. Cull

Professor of Communication, Centre for Communication Leadership and Policy

Moderator:

Marina Dadinova

Strategic Communications Expert, Program Director, BRAND UKRAINE

Marina Dadinova

Strategic Communications Expert, Program Director, BRAND UKRAINE

Marina Dadinova

Strategic Communications Expert, Program Director, BRAND UKRAINE

Marina Dadinova

Strategic Communications Expert, Program Director, BRAND UKRAINE

15:30

Coffee Break

15:30

Coffee Break

15:30

Coffee Break

15:30

Coffee Break

16:00

Parallel workshops

16:00

Parallel workshops

16:00

Parallel workshops

16:00

Parallel workshops

PRo Toolkit Workshop (for Standard tickets holders) — three intensive 30-minute TED-style talks from international and Ukrainian communications leaders, offering practical tools for crafting stories that work on a global scale:

  • Stories that interest international media and the world — secrets to creating stories that capture the attention of global media while meeting the real needs of international audiences.

Speaker:

Immy White

Associate Director, Freuds

Immy White

Associate Director, Freuds

Immy White

Associate Director, Freuds

Immy White

Associate Director, Freuds

  • Scenario thinking: shaping meaning, not just attractive wrappers — an approach that builds communications from ideas and values to forms that resonate and mobilize audiences.

Speakers:

Maria Lypiatska

Head of BRAND UKRAINE

Maria Lypiatska

Head of BRAND UKRAINE

Maria Lypiatska

Head of BRAND UKRAINE

Maria Lypiatska

Head of BRAND UKRAINE

Marina Dadinova

Strategic Communications Expert, Program Director, BRAND UKRAINE

Marina Dadinova

Strategic Communications Expert, Program Director, BRAND UKRAINE

Marina Dadinova

Strategic Communications Expert, Program Director, BRAND UKRAINE

Marina Dadinova

Strategic Communications Expert, Program Director, BRAND UKRAINE

  • Visual storytelling — how visual and lighting solutions create emotion and memory, turning ideas into lasting impressions for the audience.

Speaker:

Mykola Kabluka

Architectural and lighting designer, founder and art director of Expolight and Kabluka Light & Digital Sculptures

Mykola Kabluka

Architectural and lighting designer, founder and art director of Expolight and Kabluka Light & Digital Sculptures

Mykola Kabluka

Architectural and lighting designer, founder and art director of Expolight and Kabluka Light & Digital Sculptures

Mykola Kabluka

Architectural and lighting designer, founder and art director of Expolight and Kabluka Light & Digital Sculptures

International Workshop "Export strategies that work" (for Business tickets holders only) — practical cases and a dynamic exchange of experience for exporters:

  • Flash insights from Reputation Lab — global data on the perception of Ukrainian goods and services abroad, willingness to buy, and key trust drivers.

presenters:

Fernando Prado Abuín

Managing Partner, Reputation Lab

Fernando Prado Abuín

Managing Partner, Reputation Lab

Fernando Prado Abuín

Managing Partner, Reputation Lab

Fernando Prado Abuín

Managing Partner, Reputation Lab

Natalia Arenzana Arias

Managing Partner, Reputation Lab

Natalia Arenzana Arias

Managing Partner, Reputation Lab

Natalia Arenzana Arias

Managing Partner, Reputation Lab

Natalia Arenzana Arias

Managing Partner, Reputation Lab

  • International cases — how countries with strong reputations turn global trust into export growth.

presenters: TBC

  • Tools from the Office for Entrepreneurship and Export Development — support programs and opportunities for entering foreign markets.

presenter:

Oleksii Hrushetskyi

Deputy Director for Export Promotion, Entrpreneurship and Export Development Office

Oleksii Hrushetskyi

Deputy Director for Export Promotion, Entrpreneurship and Export Development Office

Oleksii Hrushetskyi

Deputy Director for Export Promotion, Entrpreneurship and Export Development Office

Oleksii Hrushetskyi

Deputy Director for Export Promotion, Entrpreneurship and Export Development Office

  • Ukrainian exporters’ stories — honest stories of challenges, breakthroughs, and real results in new markets.

presenters:

Oksana Donska

Board Member, Ukrainian Furniture Manufacturers Association

Oksana Donska

Board Member, Ukrainian Furniture Manufacturers Association

Oksana Donska

Board Member, Ukrainian Furniture Manufacturers Association

Oksana Donska

Board Member, Ukrainian Furniture Manufacturers Association

Maryna Vasylieva

Director, СSO «Export Alliance Ukrainian Wedding Dresses», YEDYNA wedding brand owner

Maryna Vasylieva

Director, СSO «Export Alliance Ukrainian Wedding Dresses», YEDYNA wedding brand owner

Maryna Vasylieva

Director, СSO «Export Alliance Ukrainian Wedding Dresses», YEDYNA wedding brand owner

Maryna Vasylieva

Director, СSO «Export Alliance Ukrainian Wedding Dresses», YEDYNA wedding brand owner

Serhii Klimov

Ukrainian wine ambassador, owner of “Uwines” Ukrainian wine bar

Serhii Klimov

Ukrainian wine ambassador, owner of “Uwines” Ukrainian wine bar

Serhii Klimov

Ukrainian wine ambassador, owner of “Uwines” Ukrainian wine bar

Serhii Klimov

Ukrainian wine ambassador, owner of “Uwines” Ukrainian wine bar

moderator of the workshop:

Olga Gvozdiova

Advisor, Entrpreneurship and Export Development Office

Olga Gvozdiova

Advisor, Entrpreneurship and Export Development Office

Olga Gvozdiova

Advisor, Entrpreneurship and Export Development Office

Olga Gvozdiova

Advisor, Entrpreneurship and Export Development Office

17:30

Presentation by Cultural forces “Freedom Armed with Values and Culture: How Ukraine Shapes a New Warrior Ethos”

17:30

Presentation by Cultural forces “Freedom Armed with Values and Culture: How Ukraine Shapes a New Warrior Ethos”

17:30

Presentation by Cultural forces “Freedom Armed with Values and Culture: How Ukraine Shapes a New Warrior Ethos”

17:30

Presentation by Cultural forces “Freedom Armed with Values and Culture: How Ukraine Shapes a New Warrior Ethos”

Mykolai Serga will talk about how Ukraine is rethinking its values in the context of war: in the fight for freedom, a new military culture is emerging — without militarism, but also without pacifism, open to change and the future. Ukraine is ready to share this experience, shaping a new perception of itself in the world. This is evidenced by the work of Cultural Forces.

Presenter:

Mykolai Serga

Military Officer, Armed Forces of Ukraine, Cultural Forces platform founder

Mykolai Serga

Military Officer, Armed Forces of Ukraine, Cultural Forces platform founder

Mykolai Serga

Military Officer, Armed Forces of Ukraine, Cultural Forces platform founder

Mykolai Serga

Military Officer, Armed Forces of Ukraine, Cultural Forces platform founder

17:45

Cultural program and charitable auction in support of the Defence Intelligence of Ukraine

17:45

Cultural program and charitable auction in support of the Defence Intelligence of Ukraine

17:45

Cultural program and charitable auction in support of the Defence Intelligence of Ukraine

17:45

Cultural program and charitable auction in support of the Defence Intelligence of Ukraine

A charitable auction with unique lots will be accompanied by a live music program in partnership with the Cultural Forces of Ukraine, featuring Jerry Heil and performances by Taras Stolyar, Ivan Tkalenko, and Orchestra 59. All the proceeds will support the work of the Defence Intelligence of Ukraine.

Jerry Heil

Singer, songwriter

Jerry Heil

Singer, songwriter

Jerry Heil

Singer, songwriter

Jerry Heil

Singer, songwriter

Orchestra 59

Orchestra 59

Orchestra 59

Orchestra 59

19:40

Luminous shield: values in motion

19:40

Luminous shield: values in motion

19:40

Luminous shield: values in motion

19:40

Luminous shield: values in motion

As night falls, the very building that hosts our conference will unveil a hidden dimension. Guests will be invited to step outside and see the familiar venue reborn as a living canvas—its walls animated through 3D projection, weaving light and sound into an unexpected artistic performance.

This immersive experience reimagines the conference’s theme of values, country brand, and shield, turning it into a sensory journey where light embodies resilience, sound reflects unity, and together they form a luminous shield of shared strength.

The venue itself will guard the night with a story told not in words, but in light.

Mykola Kabluka

Architectural and lighting designer, founder and art director of Expolight and Kabluka Light & Digital Sculptures

Mykola Kabluka

Architectural and lighting designer, founder and art director of Expolight and Kabluka Light & Digital Sculptures

Mykola Kabluka

Architectural and lighting designer, founder and art director of Expolight and Kabluka Light & Digital Sculptures

Mykola Kabluka

Architectural and lighting designer, founder and art director of Expolight and Kabluka Light & Digital Sculptures

20:00

Evening reception and networking (for Business tickets holders only)

20:00

Evening reception and networking (for Business tickets holders only)

20:00

Evening reception and networking (for Business tickets holders only)

20:00

Evening reception and networking (for Business tickets holders only)

The evening reception and networking will offer guests a chance to connect in a relaxed atmosphere while enjoying a selection of traditional Ukrainian cuisine, showcasing the rich flavors and culinary heritage of the country.

Want to be a partner?

Want to be a partner?

Ready to stand with Ukraine on the global stage? Become a partner of the conference.

Speakers & Artists

to be updated

Kata Varblane

Director of Country Promotion, Enterprise Estonia

Nicholas J. Cull

Professor of Public Diplomacy at the University of Southern California's Annenberg School for Communication and Journalism

Oleksandra Matviichuk

Human rights lawyer, head of the Center for Civil Liberties, Nobel Peace Prize recipient (2022)

Maria Lypiatska

Head of BRAND UKRAINE

Vineta Kleine

Head of Communications, NATO Representation to Ukraine

Fernando Prado Abuín

Managing Partner, Reputation Lab

Natalia Arenzana Arias

Managing Partner, Reputation Lab

Serhii Zhadan

Ukrainian poet, novelist, civil activist, and active serviceman

Jerry Heil

Singer, songwriter

Mykola Kabluka

Architectural and lighting designer, founder and art director of Expolight and Kabluka Light & Digital Sculptures

Mykolai Serga

Military Officer, Armed Forces of Ukraine, Cultural Forces platform founder

oleksii hrushetskyi

Deputy Director for Export Promotion, Office for Entrepreneurship and Export Development

Deputy Director for Export Promotion, Office for Entrepreneurship and Export Development

oksana Donska

Board Member, Ukrainian Furniture Manufacturers Association

Maryna Vasylieva

Director, СSO «Export Alliance Ukrainian Wedding Dresses», YEDYNA wedding brand owner

Serhii Klimov

Ukrainian wine ambassador, owner of “Uwines” Ukrainian wine bar

Kyrylo cherednichenko

Advisor, The Independent Association of Ukrainian Banks (IABU)

iryna shyba

Deputy Head, EUACI

Perry Boyle

Co-founder and CEO of MITS Capital

Andrii Teliupa

Deputy Minister of Economy, Environment and Agriculture of Ukraine

Ticket Options

Standard

For communication professionals looking for fresh ideas and inspiring keynotes from global speakers. Access practical insights, case studies, and connect with peers shaping Ukraine’s global reputation.

For communication professionals eager to explore international communications beyond daily routines. Gain fresh ideas, meet leading experts, and discover practical tools you can apply right away.

For communication professionals looking for fresh ideas and inspiring keynotes from global speakers. Access practical insights, case studies, and connect with peers shaping Ukraine’s global reputation.

Keynote & Panels Pass

Keynote & Panels Pass

PRo Toolkit Session

PRo Toolkit Session

Session Recordings & Materials

Session Recordings & Materials

€ 100

Business

For entrepreneurs and business professionals seeking practical case studies, actionable insights, and new B2B contacts and partnerships to grow their businesses globally.

For entrepreneurs and business professionals seeking practical case studies, actionable insights, and new B2B contacts and partnerships to grow their businesses globally.

Full conference access

Full conference access

 International Workshop on Export Drivers

 International Workshop on Export Drivers

Networking at the Evening Reception

Networking at the Evening Reception

€ 200

Premium

For business owners and C-level executives interested in shaping Ukraine’s global reputation, looking for fresh insights, result-focused strategies, closed-door talks with top international experts and high-level networking.

For business owners and C-level executives interested in shaping Ukraine’s global reputation, looking for fresh insights, result-focused strategies, closed-door talks with top international experts and high-level networking.

Full program access

Full program access

VIP dinner & reception

VIP dinner & reception

Priority registration & consultation from Reputation Lab

Priority registration & consultation from Reputation Lab

€ 400

Recording

For those who can’t join us in Kyiv but would like to have full access to the main conference program recordings anytime, anywhere. Stay updated, stay connected.

For those who can’t join us in Kyiv but would like to have full access to the main program recordings anytime, anywhere. Stay updated, stay connected.

For those who can’t join us in Kyiv but would like to have full access to the main conference program recordings anytime, anywhere. Stay updated, stay connected.

Full program recording access

Full program recording access

Country Brand as a Shield:
Values Guarding National Security

Country Brand as a Shield:
Values Guarding National Security

Country Brand as a Shield:
Values Guarding National Security