POLITICAL BRANDING OF STATE INSTITUTIONS: MARKETING APPROACHES TO SHAPING THE IMAGE OF THE GOVERNMENT IN UKRAINE

The article explores political branding as a tool for shaping a positive image of public institutions in Ukraine within the framework of public administration. It examines contemporary approaches to public marketing, digital identity, territorial branding, and crisis communications. The study identifies key challenges faced by government institutions in building trust and reputation, especially during war and information aggression. During a total war, political branding of state institutions in Ukraine takes on special significance. It becomes a key tool for building public trust, mobilising society and ensuring the legitimacy of the authorities in an emergency situation. Emphasis is placed on the need for inter-agency coordination, a unified communication strategy, and public engagement in branding processes. Recommendations are offered to enhance the effectiveness of branding strategies in the public sector. The study identified key problems and barriers slowing down the development of political branding in Ukraine: lack of coordination between government agencies; weak visual unification; low level of trust in public institutions; external information aggression; insufficient development of a culture of strategic communication. In the process of decentralisation and strengthening the role of local self-government in Ukraine, territorial branding is becoming an important tool for shaping a positive image of cities. Ivano-Frankivsk is an example of the successful implementation of a branding strategy aimed at strengthening local identity and increasing the city's attractiveness for residents, tourists and investors. The formation of the image of the state and its institutions should be seen not as a side activity of PR services, but as a component of strategic management. A political brand can strengthen trust, mobilise support, and serve as a symbol of unity and professionalism of the authorities.