Tracing nation branding in Slovakia

Abstract

ABSTRACT Nation branding as a concept and practice of highlighting the country’s most important performance indicators has been important for the state’s conduct in the last 30 years. Although not fully grounded within existing theories, its association with neoliberal state conduct explains its application in the post-socialist countries of Central and Eastern Europe. Slovakia, as an example of a new, small, and post-socialist country, has been trying to impact its visibility by means of nation branding. Key to it were the motivations and milestones of European Union accession and the presidency of the Council of the European Union. Despite these significant events, the management and content development of the Slovak brand stands as a particularistic example with creative ideas but lack of brand continuity. Explored by a qualitative approach demonstrating nation branding as a process, of process-tracing and content analysis, this paper follows the trajectory of nation branding in the Slovak sovereign statehood with an emphasis on the European Union. The analysis confirms the particular standing of the Slovak brand.