Serbia's Relationship Between Branding and Identity
The method that a country adopts for national branding can either positively or negatively impact its reputation. As described by Lee Hudson Teslik , nation branding is, “ applying corporate branding techniques to countries, ” and tourism branding usually dominates nation-branding efforts, though this is not the only approach ( Hudson Teslik , L., 2007). There are many tactics to branding, and countries may brand to increase reputation, wealth, and tourism. Eurovision Song Contest presents an annual opportunity for countries to make a statement, and this competition can determine a nation’s prestige. Given Serbia’s history and stigmas, Eurovision Song Contest is an important resource to change Europe’s perceptions of Serbia. The performances of 2012, 2013, and 2015 each align with individual Serbian identities, and these performances send different insights of Serbia to the audience. Due to Serbia’s reputation throughout Europe, participation in this competiti...