STATE IMAGE AS A STRATEGIC RESOURCE OF PUBLIC GOVERNANCE: CONCEPTUAL FOUNDATIONS, INSTITUTIONAL DIRECTIONS, AND PERFORMANCE INDICATORS

Abstract

The purpose of this research is to conceptualize the state image as a strategic resource of public governance and to define its institutional-normative and communication foundations in the context of modern global challenges and hybrid threats. The paper examines the logic of state image policy formation, its value-based and managerial components, as well as the interrelation between state branding, public diplomacy, and information security. Methodology. The theoretical framework of the study is grounded in the principles of public governance theory, strategic communications, institutionalism, and the theory of reputational capital. The research employs systemic, institutional-normative, structural-functional, and comparative methods; content analysis of legislative acts, strategic documents, and communication programs; and methods of synthesis and modeling to define the analytical framework of state image policy. Scientific novelty. For the first time, the article presents a comprehensive analysis of the state image within public governance as an interdisciplinary phenomenon that combines managerial, communicative, and security dimensions. It substantiates that the state image functions as a tool of strategic management of trust and legitimacy, and that the effectiveness of image policy depends on systemic governance, truthfulness of communication, and measurable outcomes. The paper demonstrates that the Law of Ukraine “On the Fundamental Principles of State Policy in the Field of Affirming Ukrainian National and Civic Identity” establishes the institutional basis of modern state branding by integrating value identity, strategic communications, and performance evaluation mechanisms. Conclusions. The study concludes that the state image policy should be regarded as a structural subsystem of public governance capable of ensuring the resilience of statehood, the enhancement of international authority, and the strengthening of public trust. It proposes a conceptual framework for synchronizing the communicative, security, and institutional components of the state image as a key factor of Ukraine’s national resilience and reputational development.