NATIONAL AND REGIONAL PROGRAMS FOR SUPPORTING BRANDING OF SMALL AND MEDIUM-SIZED BUSINESSES IN UKRAINE
Abstract
The article examines national and regional programs supporting branding of small and medium-sized enterprises (SMEs) in Ukraine in the context of enhancing their competitiveness. The current state of SME development in Ukraine is analyzed, key barriers in brand formation and promotion are identified, and existing state and regional support programs are systematized. International experience of supporting SME branding and possibilities of its adaptation to Ukrainian realities are studied. A conceptual model of an integrated branding support system at national and regional levels is proposed. It is established that only 12.3% of Ukrainian SMEs have developed brand strategies, compared to 45–60% in EU countries. Regional programs demonstrate higher efficiency in branding support (38.7% of participants improved brand recognition) compared to national initiatives (24.2%). Significant regional disparities are revealed: western and central regions invest an average of 18.4 million UAH per oblast, while eastern and southern regions allocate only 4.7 million UAH. Ukrainian SMEs invest merely 2.3% of operational expenses in branding, versus 5.8–7.4% in EU countries, highlighting a critical competitiveness gap. The proposed conceptual model integrates five key components: financial (grants, subsidies, preferential loans), educational (courses, specialized programs, accelerators), consulting (brand diagnostics, strategy development), infrastructural (regional Brand Hubs, digital platforms), and coordination (National Branding Development Agency). Financial modeling indicates that implementation requires 6.6 billion UAH over 2026–2028, representing only 0.09% of projected GDP. Expected outcomes include increasing the share of SMEs with brand strategies from 12.3% to 38.7% by 2028, creating 18,500 new marketing jobs, boosting branding investments by 67%, and enhancing exports by 24%. The study is based on analysis of 24 regional entrepreneurship support programs, a survey of 1,247 SMEs, and benchmarking of European best practices from Germany, Estonia, Poland, and Italy. Practical recommendations are developed for national and regional policy levels to support SME branding within Ukraine's post-war economic recovery context.
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