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A New Brand for Postcommunist Europe
... Since the dissolution of great communist states at the end of the 20th century, Europe's landscape has dramatically changed. The turbulent times brought 28 new states in Central and Eastern Europe (CEE) (Ociepka, 2018). For more than 20 years, the new states have been investing wide-ranging and complicated efforts to position themselves on the geographic and mental map of Europe, but also to present themselves to the world as democratic and politically stable countries with developing economies (Hall, 2002;Florek, 2005;Szondi, 2007;Popesku et al. 2010;Aronczyk, 2013;Merkelssen & Rasmussen, 2016;Novčić Korać & Šegota, 2017;Cheregi & Bargaoanu, 2020). ...
... Leading authors in the field of nation branding agree that the CEE countries, due to their similar geographical, economic, political, social system and historical roots, constitute a fertile ground for research and analyses of the undertaken nation branding efforts (Szondi, 2007;Anholt, 2013;Surowiec 2016;Ociepka, 2018). Literature review points that academic researchers and practitioners have analyzed nation branding initiatives in certain Central and Eastern European countries (Konecnik & Go, 2007;Volcic & Andrejević, 2011;Surowiec, 2016;Pawlusz & Polese, 2017;Andrei, 2017;Novčić Korać & Miletić, 2018). ...
This paper aims to understand the concept and fundamental terms related to nation branding as a strategic tool for improving Serbia's international market position, a post-Communist and former Yugoslav country. The author intends to gain insight into Serbia's current brand perception as a developing country that can find an opportunity for rebirth and parting with the legacy implementation of the nation branding concept. The quantitative research methods were applied in this paper, and the questionnaire developed for the research investigated the perception of brand Serbia by leaning on Risitano's framework. Our analysis finds that national treasury, people, tourism and business destination were recognized as the most important points for country and nation positioning.
We theorize that people’s perceptions of national hierarchy are aligned not only with longstanding cultural schemas of development but also with schemas of cultural wealth. We use data from the Nation Brands Index surveys to examine how European publics’ evaluate their own country and other European countries across many attributes. We find that European publics rank northwest European countries highest on developmental attributes and southwestern European nations highest on cultural attributes, while they rank eastern European countries lowest in both categorizations. Moreover, we show that publics’ rankings of countries load to two related yet distinct factors, the contents of which closely reflect schemas of development and cultural wealth. This evidence suggests that these two distinct schemas are simultaneously present in Europeans’ perceptions of national hierarchy.
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