Reputation Lab took part in the Brand Ukraine International Conference 2025, held in Kyiv, a gathering that brought together international experts, institutional representatives, and business leaders to reflect on how to strengthen Ukraine’s global reputation.

In this context, Fernando Prado and Natalia Arenzana, partners at Reputation Lab, presented the findings of the Ukraine Reputation Analysis 2025, a pioneering study that evaluates how the country is perceived across 21 international markets. The report highlights the strengths currently supporting Ukraine’s reputation, such as its human capital and international responsibility, as well as the challenges that will shape its future projection.

Additionally, Fernando Prado participated in the roundtable discussion titled “How to Build a Real, Not Just Emotional, Foundation for Ukraine’s Global Reputation,” where international experts debated the importance of complementing the emotional support Ukraine receives with a solid and sustainable reputational foundation.

The event also featured a specialized workshop on export strategies, where the firm offered a global perspective on how a country’s reputation influences the appeal of its products and services, along with examples of nations that have transformed international trust into tangible economic growth.