Branding Kosovo may increase value creation capability, and help to reach its strategic objectives.

Place branding may contribute to the wellbeing of Kosovo by
* Attracting investments and companies
* Attracting travellers
* Presenting the place as an attractive place to live and attracting skilled labour
* Supporting the interests of export industries
* Strengthening citizens’ identity and increases self-esteem
* Enhancing the opportunities of Public Diplomacy.

Benefits Kosovo can gain
* Can provide the “glue” (consistency) among political, social and economic pillars.
* Promotes public diplomacy
* Defines how the country’s own citizens and the world perceive it
* Increases attractiveness of companies and investments
* Balances substance and form – perception and reality
* Strengthens citizens identity and increases self-esteem
* Optimizes strategic objectives across political, export, tourism, etc.
* Creates a seamless connection between the country’s strategic intent, its marketing and its experience
* Delivers a unifying platform that builds synergy, allowing for cross-promotion and public and private sector alignment
* Promotes the objectives of the tourism industry
* Supports the interests of exporting industry

The concept of nation branding is as old as the concept of nation, but in the last decade this concept has grown into a discipline by itself.

Finally, almost all nation branding campaigns need real life policies.

As for the Kosovo case, this newborn country needs to address severe issues handicapping its development. It has an image of a country of drug-dealers, exiled thieves and traffickers that has an impact on how the country is perceived abroad. With such ambassadors, the country needs a proper nation branding programme, not only a good TV spot.

I am not from this field, and just found this site because of the Kosovo campaign. However, I started to gain interest in the concept of “branding a nation” and particularly the Kosovar case. I would be happy if someone would be willing to share some information with me on the concept.

Checking for sites dedicated to the concept, one thing was rather eyecatchin: Was it a wrong first impression, or is this concept aiming more at countries from the periphery than the centre? Asia, Africa,Indian Subcontinent,South-Eastern Europe, so basically all places that have been in some trouble during the last half century?
Secondly, is it correct that this concept has been developed during the last 10 years? Is it aiming at increasing tourism or also political reputation? In the case of Kosovo:Does any expert from this field think, that a campaign like this has any realistic chance of raising the chances for recognitions of independence? To my understanding, no political and no economic decision (investment) would be influenced or based by these campaigns. It stops at tourism, doesnt it?
Does a “nation branding campaign” necessarily include political reforms or policies introduced with the advertising campaigns?

I would be very happy about a reply.

Best regards, Ilsa