The Role of Mega-events in Country Branding : Case Study on Brand of Ukraine before European Football Championship 2012

Abstract: Successful presentation of a country as a brand and positioning its unique image on the global level can give significant opportunities for development and progress of the state in the different areas. This research applies theories on the country branding to estimate impact of mega sport events on the image of state. To accomplish these goal I used case study – formation of brand Ukraine before hosting European Football Championship 2012 (EURO 2012). To investigate  brand strategy of Ukraine and analyze implemented projects I conducted in-depth interviews with government officials and independent experts, who are involved in promo campaigns of Ukraine. The research concluded that Ukraine is in the process of  brand formation, but it is too early to to assume the existance of the comprehensive brand of the country. For Ukraine, EURO 2012 impulses change of negative perceptions of the country and  is a step towards complex strategy of brand creation. Future of this strategy therefore depends on conducting preliminary studies of each promo project and coordinated collaboration between all actors who take part in creation of brand Ukraine. Research also provides recommendations on how to make brand campaign more efficient.