Modeling a Multilevel Communication Campaign in Digital Branding: The Case of Ukraine

The article examines the implementation of multilevel communication campaigns as active transmission hubs shaping a state's international image. It highlights the role of creative strategies and digital instruments—virality, storytelling, visual identity, gamification—in building a new paradigm of global audience engagement. Using Ukraine’s case, it analyzes exposure to disinformation and reputational risks. Visualization relies on Nation Brands Index dynamics and content analysis. Through SWOT and PESTLE diagnostics, the authors assess the brand’s strengths, weaknesses, opportunities, and threats. A three-tier communication model is proposed: global influence, thematic depth, and localized interaction. The study emphasizes the need for adaptive content design and high-level coordination to ensure strategic consistency in a volatile digital landscape.