| Sumario: | This article reveals the features of the main technologies used by Ukrainian political parties in marketing strategies and analyzes their effectiveness. To solve the task, system analysis and description of the main properties and features of the object under study, synthesis, theoretical generalization and the structural-functional methods were used. It has been established that Ukrainian parties work in detail on their own brand and image, creating an offer that meets the needs of the widest circles of voters, which indicates that the parties are marketoriented, not product-oriented. The peculiarities of the technologies used by Ukrainian political parties in marketing strategies are determined, and it is proved that the image of the parties is dominated by a personalized component: the construction of the image of the party is closely related to the image of the leader and the party members. Another feature of the election marketing of political parties in Ukraine is taking into account the orientation of the Ukrainian electorate not on the ideological platform of the party, but on its leaders and produced content. The personalized component also dominates to the detriment of the programmatic and ideological component: it is the image and activity of the brand-person, which is projected onto the activity of the entire party and is even identified with it. The effectiveness of the use of naming technology has been established, cases of abuse of effective names of political parties have been tracked, and the impact of effective branding on the choice of the Ukrainian electorate has been shown.
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