Historical memory as a component of Ukraine's brand: marketing interpretation of historical experience

Abstract

The article examines historical memory as a component of Ukraine’s national brand and explores the marketing interpretation of historical experience in shaping the country’s contemporary image. Historical memory is considered not only as a sociocultural phenomenon but also as a strategic intangible resource capable of strengthening the authenticity, emotional resilience, and recognition of a national brand. Particular attention is paid to Ukraine’s historical experience shaped by a prolonged struggle for statehood, national identity, language, culture, and the right to self-determination. It is demonstrated that historical events influence the national brand through collective memory, social values, symbols, and narratives that are subsequently incorporated into marketing communications. A conceptual model of the transformation of historical memory into Ukraine’s marketing positioning is proposed, reflecting the relationship between historical experience, collective memory, national values, marketing interpretation, and their implementation in nation branding, cultural diplomacy, and international communications. The study shows that the communicative value of historical experience is determined by its ability to convey universal values such as freedom, human dignity, cultural distinctiveness, resilience, civic responsibility, and the right to independent statehood. The need to shift from event-based representations of history towards a value-based interpretation of historical experience is substantiated. An excessive focus on tragic episodes may reinforce the perception of Ukraine primarily as a victim, whereas the marketing interpretation of historical memory should emphasize Ukrainian society’s ability to preserve its identity, culture, and tradition of statehood despite prolonged external pressure. Contemporary practices of cultural and historical diplomacy contribute to restoring Ukraine’s historical agency, reclaiming its own historical narrative in the international information space, and creating sustainable reputational advantages for the country.