Branding Post-Communist Nations Marketizing National Identities in the “New” Europe
Nation branding--a set of ideas rooted in Western marketing--gained popularity in the post-communist world by promising a quick fix for the identity malaise of "transitional" societies. Since 1989, almost every country in Central and Eastern Europe has engaged in nation branding initiatives of varying scope and sophistication. For the first time, this volume collects in one place studies that examine the practices and discourses of the nation branding undertaken in these countries. In addition to documenting various rebranding initiatives, these studies raise important questions about their political and cultural implications.
List of Figures Preface Part I: Promises and Problems of Post-communist Nation Branding 1: Nation Branding in Post-communist Europe: Identities, Markets, and Democracy, Nadia Kaneva 2: Systemic Propaganda and State Branding in Post-Soviet Eastern Europe, Gerald Sussman 3: Brand Interrupted: The Impact of Alternative Narrators on Nation Branding in the Former Second World, Robert A. Saunders Part II: Agents, Institutions, Practices 4: Redesigning a Nation: Welcome to E-stonia, 2001-2018, Sue Curry Jansen 5: Who Can Play this Game? The Rise of Nation Branding in Bulgaria, 2001-2005, Nadia Kaneva 6: Towards Corpo-nationalism: Poland as a Brand, Paweł Surowiec Part III. Representations, Mediations, Narrations 7: Branding Slovenia: "You Can’t Spell Slovenia Without Love...", Zala Volčič 8: Vampire Branding: Romania’s Dark Destinations, Alice Bardan and Anikó Imre 9: One Nation, One Brand? Nation Branding and Identity Reconstruction in Post-communist Hungary, Laszlo Kulcsár & Young-ok Yum 10: The Musical (Re)branding of Serbia: Srbija Sounds Global, Guča, and EXIT, Branislava (Brana) Mijatović Contributors Index
"[T]his book offers a sound platform for reconsiderng the 'natural' evolution of nation-branding and serves as an important and necessary critical addition to post-communist studies literature." -Media, Culture & Society