Adapting Libraries to New Social and Technological Challenges: Current Trends in the Branding of Ukrainian Library Institutions

The relevance of the article. Branding and image play a key role for libraries, which in the XXI century have transformed from traditional repositories of knowledge into modern information and cultural centers. Thanks to the introduction of technological innovations and adaptation to new social challenges, libraries have become important institutions that provide access to knowledge, support education, promote social integration and actively involve communities in modern life. Today, the library brand is the main communication tool that not only represents its “face” and distinguishes it from others, but also forms the desired image of the organization, evoking positive emotions in users. The positive perception of the library, user loyalty and popularity of its services depend on the quality of the brand. To maintain competitiveness and attract new audiences, libraries must adapt to modern realities and actively apply innovative approaches to branding and image formation. The purpose of the article is to study new trends in branding and image formation of library institutions in Ukraine, which arise in response to changes in the information society, social challenges that have arisen with the beginning of the full-scale Russian invasion into Ukraine, the development of digital technologies and the shift in emphasis in user needs. The methodology. To achieve the set goal, literature analysis was used (review of scientific papers and publications related to library branding); comparative analysis (comparison of library branding practices in Ukraine and abroad); case studies (study of successful examples of the implementation of new approaches in library branding). The results. In the 2020s Ukrainian libraries continue to adapt to new realities and challenges, introducing new trends in their branding. These changes occur in the context of both global trends and specific Ukrainian needs, especially against the backdrop of socio-political challenges. The Russian-Ukrainian war significantly changed the mission of libraries, which have become important centers of support for the population, preservation of national memory and counteraction to information threats. Libraries integrate patriotic values into their brand, strengthening their role as defenders of national identity. Libraries are actively implementing media literacy programs to help users distinguish fake news from reality, strengthening their image in the fight against information aggression. In addition, libraries play an important role in supporting local communities, providing a safe space for communication and organizing volunteer initiatives. This increases their significance in the social infrastructure and forms a positive image through concrete actions for the benefit of the community. Libraries are becoming centers for preserving materials about the war and heroes, which helps to form collective memory. The scientific novelty of the article lies in the comprehensive approach to the analysis of modern trends in the branding of libraries in Ukraine. The study focuses on the influence of new technologies, social media and inclusivity on the formation of the image of libraries. In addition, the article offers new concepts for adapting libraries to modern conditions. The practical significance. The materials and conclusions of the study can be used to develop the branding and image of library institutions. Conclusions. In the conditions of the Russian-Ukrainian war, Ukrainian libraries are transforming, performing new functions of supporting the population and countering information aggression. The changes have opened up new opportunities for the mission and branding of libraries: reformatting and adapting the mission; digitalization; countering disinformation; social support; preserving historical memory, preparing for restoration.