Abstract: This article is devoted to studying the public authority's quality branding based on worldview and ethical principles. The main purpose of this study is to develop ethical and attitudinal grounds for the formation of public authority quality branding and methods of their implementation on the example of Ukraine. General scientific methods of knowledge, such as analysis, synthesis, induction, and deduction, are used for getting the results. With the use of induction, the information about the formation of authority quality branding was summarized, and the basic principles of authority branding, based on the worldview and ethics, were determined. The study was conducted on the specific example of authority branding of Slavutich, which actively promotes its brand. The main values of public authority quality branding, based on the economic and social efficiency, formation of national identity and cultural values, consideration of the regional strategy of development of the territory, and communication links are proposed. The study of the legal framework of ethical regulation of the work of the authorities, allowed to identify problems and find directions for their solutions. It contributes to the formation of a positive image of the authorities. As a result, it proposed a sequence of creation and development of the authorities quality brand, which helps form a democratic society.
Keywords: Quality; Authorities; Branding; Ethics; Worldview; Image; Communications; Democracy
Recieved: 19.04.2021 Accepted: 01.03.2022 UDC: 005.336.3