When discussions about promoting Serbia take place the following comment often comes up: “shouldn’t we develop a country brand?” The short answer is “NO”.  I am from Scotland, I now live in Romania, and I would like to share my opinion of branding countries.  I hope that Serbia can learn from the mistakes of others.

A lot of money has been wasted by successive Romanian Governments in developing absurd country brands and it certainly hasn’t resulted in more tourists or investors.  Their most recent slogan was “Romania – Land of Choices” and I am still trying to work out what it means. (more…)