Kosovo's nation branding through private and public sector cooperation
by Emira Limani; Shqipe Gërguri-Rashiti; Selma Kurtishi-Kastrati; Dina Sabry Said
International Journal of Public Sector Performance Management (IJPSPM), Vol. 7, No. 4, 2021

Abstract: Nation branding is becoming a necessity for every modern state that desires to be competitive in the field of economy and politics regionally and more. This can be possible only through a narrow cooperation between the public and private sector of a state. First, through the specialised products that are being exported and are well known regionally and broader, and second by using the public diplomacy to improve the image of the state abroad. This paper aims to the discussion on the interconnectedness between local products and nation branding. Moreover, the combination of the private and public sector's influence on the nation branding joined by the domestic products qualified as the SUPERBRANDS, are determinants of the Kosovar nation branding. There is a positive correlation between the role of the state in promoting the country in region and beyond.

Online publication date: Thu, 22-Jul-2021

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