Abstract:

Country Branding as a concept is being used largely to explain a process that in fact only merely elucidates it. While researching about branding and its application in the case of “Young Europeans” campaign in Kosovo, the campaign was part of the advertising plan, the visual side of the campaign, propaganda and public relations. Majority of the respondents said that they do not think the “Young Europeans” campaign will change the image of Kosovo. This image of Kosovo helps the entrepreneurial attitude and environment. It is important to mention that small percentage of respondents identified themselves with the campaign even though the campaign was about young people as a country asset. Further research is suggested to improve strategic nation branding that will be both technical economic development and cultural in its promotion

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