ABSTRACT
The newly created nation-states of the former Yugoslavia have recently joined a number of other poorer nations around the world—from Nigeria and Rwanda to Romania and Turkey—that have become a hot market for so-called nation branders. Nation branders argue that smaller and poorer nations in particular need to work on developing their recognizable image in the global marketplace (Anholt, 2003, 2007; Holt, 2004; Kotler & Gertner, 2002; Olins, 1999; Papadopoulos & Heslop, 2002) in order to increase visibility, attract tourists and foreign investors, expand exports, promote their international profiles among members of international organizations, and, importantly, mobilize patriotism at home.
