How Ukrainian Technology Companies Shape the Country's International Image
By Mikhail Shuranov · 2026-06-22
Mikhail Shuranov, PR Director of NEQSOL Holding in Ukraine, reflects on how innovation, defense technology, and resilience are reshaping the way Ukraine is perceived internationally.
The March–April 2026 issue of Marketing & Advertising (Маркетинг і реклама), one of Ukraine's leading professional journals dedicated to marketing, communications, branding, and business strategy, was devoted to a topic that has become increasingly relevant in recent years:
How do Ukrainian technology companies shape the country's international image?
The discussion was organized by Professor Anatolii Romat, Founder and Editor-in-Chief of Marketing & Advertising, Doctor of Sciences in Public Administration, Professor, and one of Ukraine's most respected experts in marketing, communications, advertising, and reputation management.
To explore the issue, the journal invited a distinguished group of communications leaders, branding experts, strategists, and researchers, including:
- Olena Derevyanko, Vice President of the Ukrainian PR League and Partner at PR-Service Agency; - Roman Koliadko, international strategic planning and crisis management expert, former Research & Strategic Planning Director at J. Walter Thompson Ukraine; - Olha Vovkotrub, Founder and CEO of Seven Group (Canada); - Ivetta Delikatna, strategic communications expert and co-founder of Old School Agency; - Olena Venger, business consultant and strategic marketing researcher; - Anna Katrulina, marketing researcher, business strategist, and founder of AIG & ESG Consulting; - Mykhailo Shuranov, PR Director of NEQSOL Holding in Ukraine.
Together, these experts examined how innovation, technology, entrepreneurship, and communications influence the way Ukraine is perceived internationally.
For international readers, Industry Pulse is publishing the perspective of Mykhailo Shuranov, PR Director of NEQSOL Holding in Ukraine and one of the editors of Industry Pulse's PR & Marketing section.
In his contribution, Shuranov reflects on the evolution of Ukraine's international reputation, the impact of the war on global perceptions of the country, the technologies most likely to strengthen Ukraine's position in the world, and the companies, innovations, and individuals helping shape the nation's image abroad.
The views below were originally published in Marketing & Advertising and have been translated and adapted for an international audience.
Ukraine's International Image: A Perspective from Mykhailo Shuranov
Defining a Country's International Image
If we turn to classical approaches, reputation is the result of an entity's actions, its communications, and the assessments and opinions expressed by others about it.
In my view, a country's international image is the result of the interaction between domestic developments, foreign policy, and the way these processes are interpreted by international media, expert communities, governments, and opinion leaders.
Ukraine's International Image Today
Ukraine's international image is currently undergoing rapid transformation as a result of profound changes within Ukrainian society.
The country's return to a European identity, the reassessment of Ukraine's historical role in the development of Europe, and the extraordinary resilience demonstrated in defending its independence against one of the world's most powerful aggressors have significantly strengthened Ukraine's role in both European and global discourse.
Today, Ukraine is associated not only with resistance and struggle, but also with innovation — in both civilian and military sectors — as well as with a unique ability to manage and operate under conditions of constant crisis.
At the same time, like any profound transformation, these developments come with challenges. Corruption scandals remain visible and continue to influence international perceptions of the country. However, they do not negate the broader progress and changes taking place.
The Impact of the War on Ukraine's International Image
Based on my own experience communicating with international journalists and experts, several stages can be identified in how Ukraine has been perceived globally.
At the beginning of the full-scale invasion, sympathy and shock dominated international reactions.
This was later replaced by surprise at Ukraine's ability to resist a much stronger adversary.
Over time, that surprise evolved into admiration for the resilience of Ukrainian society, which continues to live, work, and develop despite wartime conditions.
At the next stage, international audiences became more divided. Some have shown signs of fatigue and even frustration, while others — and hopefully the larger group — continue to support Ukraine, recognizing that the war against Ukraine has broader implications for the security of Europe and the world.
For that reason, support for Ukraine is strategically important not only for Ukraine itself, but also for global stability.
Technologies That Can Strengthen Ukraine's International Presence
Without going into detailed economic analysis, it is worth noting that Ukraine is gradually moving away from a model based primarily on the export of raw materials toward the export of technologies, management expertise, and business models.
Particularly valuable are developments in defense technology, digital services, artificial intelligence, medical innovation, and expertise in managing businesses and organizations under crisis conditions.
Examples That Shape Ukraine's International Image
Several examples stand out.
First, defense technologies that are developing rapidly as a result of wartime necessity, particularly innovations in unmanned systems, including interceptor drones such as General Chereshnia.
Second, Ukrainian companies that are successfully expanding into European markets, including Kormotech and Biosphere.
Third, high-technology products such as Ajax Systems, a leading security technology company, and CheckEye, a medical screening platform that has gained international recognition and demonstrates the potential of Ukrainian innovation in artificial intelligence and healthcare.
It is also important to recognize the contribution of Ukrainian athletes, including Yaroslava Mahuchikh, Yuliya Levchenko, and many others, as well as the outstanding achievements of Ukraine's Paralympic team.
Their accomplishments help create a positive emotional image of the country despite the difficult circumstances and ongoing pressure on international sport from the aggressor state.
Originally published as part of a special expert discussion in the March–April 2026 issue of Marketing & Advertising (Ukraine). Translated and adapted for Industry Pulse.