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Global Soft Power Index 2021: Case of Ukraine

22 March 2021, 11:00–12:30

2020 put nations around the world to the test – from the impact of COVID-19 on economic activity and immediate GDP forecasts, to diminished long-term prospects. A nation’s soft power is more important than ever. 

Annually, Brand Finance - the world’s leading brand valuation consultancy - conducts research on the perceptions of nation brands - Global Soft Power Index 2021 . In 2021, Ukraine took 61st place out of 100.  

The Ukrainian Institute together with Brand Finance hosted an online discussion: Global Soft Power Index 2021: Case of Ukraine presenting a case study of Ukraine’s performance on the Index.

During the presentation, we discussed:

  • The Importance of soft power for nations 
  • Key insights from the Global Soft Power Index 2021 
  • Impact of COVID-19 on nations around the globe 
  • Overview of Ukraine’s performance in the Global Soft Power Index 2021
  • Future of Ukraine: outlook, advice, actions

Featuring the following speakers:

  • Dmytro Kuleba, Minister for Foreign Affairs of Ukraine  
  • Steve Thomson, Insight Director of Brand Finance   
  • Volodymyr Sheiko, Director General of the Ukranian Institute  
  • Kateryna Zarembo, Associate Fellow at the New Europe Center 
  • Parul Soni, Associate, Brand Finance
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In association with
Ukrainian Institute

The Ukrainian Institute is a public institution that represents Ukrainian culture internationally.

Ukrainian Institute Website


Kateryna Zarembo
Associate Fellow
New Europe Center

Dr Kateryna Zarembo is a social sciences scholar. She has been an associate fellow at the New Europe Center (Kyiv, Ukraine) since 2019. Since 2016 she has been teaching at the double-degree “German and European Studies” Master program, administered jointly by the National University of “Kyiv-Mohyla” Academy (Ukraine) and Friedrich Schiller University in Jena (Germany).

In 2017-2019 she held the position of a deputy director for research at the New Europe Center. In 2010-2017 she worked at the Institute of World Policy (Kyiv, Ukraine).

Dr Zarembo was a fellow and/or conducted research stays at the Free University of Berlin (Germany, 2018), Istituto Affari Internazionali (Italy, 2018), Friedrich Schiller University of Jena (Germany, 2016), FRIDE think-tank (Spain, 2011). In 2010-2011 she was an Open Society Institute fellow.

Dr Zarembo got her PhD at the National Institute for Strategic Studies (Kyiv, Ukraine), supervised by Prof. Oleksandr Lytvynenko. She got her MA in European Studies from the University College Dublin (Ireland) and MA in English and Italian languages and literature from the National Taras Shevchenko University of Kyiv (Ukraine).

Kuleba Dmytro
Minister for Foreign Affairs of Ukraine

In 2003, Dmytro Kuleba graduated with honour from Institute of International Relations, Taras Shevchenko University (Kyiv,Ukraine), where he studied international law. In 2006 Mr.Kuleba obtained Ph.D. in Law.

From 2003 to 2010 he worked at the Ministry of Foreign Affairs and at the Permanent Mission of Ukraine to the OSCE. He also worked at the office of Ukraine’s Foreign Minister from 2010 to 2013 in charge of the issues related to the image of Ukraine abroad, international organizations, relations with the United States. After quitting civil service in 2013, Dmytro Kuleba chaired the Board of the UART Foundation for Cultural Diplomacy. In 2014 Dmytro Kuleba returned to the Ministry of Foreign Affairs as Ambassador-at-Large to launch strategic communications. He introduced the concepts of digital diplomacy, strategic communications, cultural diplomacy and public diplomacy into the Ministry’s work.

In 2016 Mr. Kuleba was appointed as Permanent Representative of Ukraine to the Council of Europe. From August 2019 to March 2020 – Deputy Prime Minister for European and Euro-Atlantic Integration of Ukraine. Minister for Foreign Affairs of Ukraine since March 04, 2020. Dmytro Kuleba is author of a book "The War for Reality. How to Win in the World of Fakes, Truths and Communities".

Volodymyr Sheiko
Director General
Ukrainian Institute

Specialist in culture management, marketing and communications. For 11 years he held senior positions in the Ukrainian mission of the British Council. Organizer of numerous cultural projects and events in the UK and 15 European countries: exhibitions, art residencies, film festivals, professional internships, concerts, literary programs, trainings, theater productions.

A graduate of the Institute of International Relations of the Taras Shevchenko National University of Kyiv. In 2009 received a professional diploma in marketing, and in 2014 - a diploma in digital marketing from the The Chartered Institute of Marketing (UK). In 2011 he graduated from the Summer School of Scottish Universities SUISS in the field of "Contemporary British and Irish Literature" (Edinburgh, Scotland). Member of the 2016 Summer School of Global Governance and member of the international network of Bucerius Summer School (ZEIT-Stiftung, Hamburg, Germany). Member of the IETM International Professional Performing Arts Network and the Total Theater Network.

Steve Thomson
Insight Director
Brand Finance

Steve Thomson leads the survey component of the Global Soft Power Index programme. He has a wealth of experience gained across a 30+ year career focussing on understanding consumer values, attitudes and behaviour around the world. Steve leads the market research practice at Brand Finance including management of our proprietary research programme in over 30 markets. He has widespread expertise in consumer values and trends, brand positioning and strategy, public opinion, nation branding, and advertising effectiveness. He has direct research experience in 60 markets across a diverse range of cultures, from single-market deep-dives through to the management of large global insight programmes. He is an acknowledged expert on the impact of social forces (online social media and offline word-of-mouth) on brand choices, and how these drive commercial outcomes for brand owners. As such he is a regular speaker at industry conferences.

Parul Soni
Associate Director
Brand Finance

Parul leads the team of analysts and consultants behind Brand Finance’s annual Global 500, Nation Brands, and Global Soft Power Index studies. She has a wealth of experience in Business and Brand Valuation working across sectors, specialising in Nation Branding, Food & Drinks, and Utilities. She is an experienced research and data analyst with survey experience across a range of evaluation and research issues.

Parul has worked with a variety of clients such as GREAT Campaign and PromPeru. She has a BSc in Economics and Economic History from the London School of Economics and is a chartered global management accountant, CIMA.


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