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 competition is regarded with honor and high expectations. 

Due to Serbia’s uncertain national identity, there is not one clear national brand, yet pieces of Serbia and its identity are detectable in each of the performances from 2012, 2013, and 2015. Eurovision Song Contest may be used as a platform for advertisement, and some countries use this competition to increase tourism. While Serbia seeks to increase tourism, it is also cautious to market toward tourists, as tourism often sabotages the work of local structures and diminishes local values (Paunović, I., 2014, 18 (2), 62). This struggle of adjusting to suit the needs or expectations of tourists while holding true to local customs relates to Serbia’s complex national identity that is caught between the old and new worlds. A survey from the article, Branding Serbia as a tourist destination on the global market shows that the most loyal tourists in Serbia are expatriates and ex-Yugoslavians, while the least loyal tourists are from Central-Eastern Europe (Paunović, I., 2014, 18 (2), 69). Additionally, research found that the most loyal tourists travel to Serbia for health, sport, and adventure, while the least loyal tourists to Serbia travel for business and culture (Paunović, I., 2014, 18 (2), 69). This evidence may be due to Serbia’s recent standing as a nation and its failure to distinguish itself in identity and in branding. Much of Europe regards Serbia negatively, which may influence the disloyalty of Central and Western European tourists. A weakness of branding within Serbia that this article identified are its museums, and the author states that they lack modernity, management, and marketing (Paunović, I., 2014, 18 (2), 69). Using marketing and media to promote tourism are effective tools that can and should be used by Serbia, and Eurovision Song Contest is a significant marketing tool.  

Because Serbia does not have one solid national identity, Eurovision Song Contest provides it with the opportunity to experiment with the creation of its identity each year. The citizens of Serbia clash in their opinions of the development of Serbia, and this is reflected both through identity and through the Eurovision Song Contest performances. Many Serbian citizens feel rooted to their history, and they want Serbia to honor its past as an Eastern state. Other Serbians view Serbia as an advanced country that incorporates Western European influences. This inner conflict of identity is recognized throughout the rest of Europe, and Serbia’s reputation remains tainted, despite its advances.  Serbia’s history is encompassed with conflict and violence, and countries throughout Europe continue to regard Serbia with concern and skepticism. European countries seemingly reject Serbian progression, which instills frustration among many Serbians, and thus deepens the gap between Serbians who promote and oppose integrating Western European customs into Serbia. 

Just as Serbia is internally conflicted between staying rooted in its history and advancing into the current world of new values and culture, its national branding through the Eurovision Song Contest differs by year. The performance “Nije Ljubav Stvar” from 2012 displays Serbia as a nation that is set on its old world of traditional customs and heritage. With the Balkan ballad performed fully in Serbian, the traditional Serbian instruments, and the sovereign tone of this performance, Serbia does not appear to brand itself as a welcoming or uplifting country. The intense piece was performed while the land of Kosovo was under great dispute, and historical occurrences regarding Kosovo directly affect Serbia (n.g., 2018). When Kosovo was recognized by the West in its declaration of independence in 2008, riots and anti-European movements flared in Serbia (Fawkes, H., 2008). That same year, Serbia was the host country for Eurovision Song Contest, and its violent, bitter feelings were published to the rest of Europe on a greater scale. This negative publicity likely hurt the national branding of Serbia, and the performance of 2012 branded Serbia as an independent and inhospitable country to the rest of Europe. This performance branded toward Serbians who are in favor of remaining rooted to their historical ties, and it incorporated Eastern influence throughout its entirety. The 2012 performance reflects the melancholy feelings of Serbia, and whether this was intentional or unintentional, Serbia brands itself as a self-interested country.  

While the performance of 2012 may have exposed Serbia in its rooted and historical position, the performances of 2013 and 2015 make clear strides to distinguish Serbia as a country that is modern and advanced. Both of these performances convey messages that appeal to the rest of Europe, and Serbia positively brands itself as an open and welcoming country in 2013 and 2015. Serbia’s 2013 performance “Ljubav Je Svuda” is performed by Moje 3, a group composed of 3 famous Serbian performers. The fame of these performers may have been an attempt to raise recognition from the rest of Europe throughout the competition (Moncrieff, M., 2018). While the song was performed in Serbian, the costumes and lightheartedness of the performance presented Serbia as a fun and desirable country. This performance was female dominated, which communicates to viewers that Serbia endorses power and equality for women. Serbia’s 2015 performance, “Beauty Never Lies” presents the clearest attempt to brand itself as a welcoming country to the rest of Europe. The song is performed in English, and its delivery represents Serbia’s willingness to move forward from its bitter past in a loving and celebratory tone. While the performance of 2012 presents Serbia’s ties to the “old world”, the 2015 performance represents Serbia’s “new world” influences, and Serbia is branding to the Western European audience through this performance. Serbians understand the importance of Eurovision Song Contest, despite the violence that erupted from 2008 during its time as a host country. This opportunity to host the competition was an important opportunity to positively nation brand, and one Serbian student stated, “This is our biggest chance to show the world that we are not a bad country and that we are a great people,” and many Serbian people hoped that this competition would yield a positive spotlight onto the “tarnished image” of Serbia (Fawkes, H., 2008). Serbians are aware that Serbia receives criticism from outside countries, and many people are hopeful that Eurovision Song Contest can provide a new glimpse of Serbia to the outside world that will change outer and inner perceptions of Serbia.  

The changes in Serbian performances at the Eurovision Song Contest may suggest that changes are occurring within Serbia, and that it is progressing as a nation. Adapting performances to appeal to the audience is a form of branding, and it demonstrates that Serbia is advanced in its art and popular culture. Each performance that Serbia sends to the Eurovision Song Contest is a representation of Serbia, and these performances can alter the perspectives of viewers worldwide. Serbia awaits approval to the European Union, and acceptance into the European Union would generate many changes within Serbia while altering its outer reputation. If Serbia is approved to enter the European Union, is it ready to move forward from its past and to appeal to the rest of Europe? Serbia is considered an “unfinished state” and must mend its bitter relationships throughout Europe to build in reputation and credibility (n.g., 2017). While some of the Serbian population seek to nation brand, another part of the population is cautious to present Serbia to the outside world, and Serbia must make a choice to either brand as a developed country, or to remain rooted in its history. As a new nation, Serbia is undergoing many changes, and I believe that within the next few decades, Serbia will transform into a country with a distinct identity and national brand.