Proceedings of the International scientific and practical conference ―Israel Ukraine Forum of Science and Innovation‖ (April 27-29, 2026) / Publisher website: www.naukainfo.com. – Tel Aviv, Israel, 2026. - 262 p.

224 strategies of Ukrainian brands, therefore, are not aimed at simplifying reality but at articulating and symbolically processing complex collective experiences. Happiness, in this context, becomes a form of cultural resistance and a mechanism of maintaining social integrity. The key differences between global and Ukrainian models of happiness narratives can be systematized as follows: (see Table 1) Table 1. Comparative Models of Happiness Narratives in Global and Ukrainian Brand Communication Dimension Global Model Ukrainian Model (Wartime Context) Type of happiness Hedonic (pleasure, comfort, satisfaction) Eudaimonic (meaning, dignity, resilience) Core values Individual success, emotional comfort Freedom, solidarity, responsibility Nature of narratives Simplified, universalized, emotionally appealing Contextualized, existentially grounded Social orientation Individualistic Collective Relation to reality Detached from crisis, idealized Embedded in crisis experience Communicative function Promotion and consumption Meaning-making and social cohesion Emotional dimension Positivity, ease, lightness Ambivalence, endurance, depth Cultural logic Standardization and globalization Adaptation and contextualization As shown in Table 1, the distinction between the two models lies not only in communicative emphasis but in the underlying cultural logic that defines the meaning of happiness. While the global model operates within a stable socio-cultural environment and prioritizes individual emotional experience, the Ukrainian model emerges under conditions of crisis and foregrounds collective meaning-making and value-oriented resilience. Importantly, this divergence demonstrates that happiness cannot be understood as a universal or culturally invariant category. Instead, it is shaped by contextual factors that determine both its symbolic representation and its experiential content [6,