The branding of Serbia has been going through a very long series of false starts and misfires for as long as I have known about it. I was involved in an early post-transition project in 2004 and 2005, but the branding initiative was ultimately shelved because no one could address the elephant in the conference room:
What is Serbia’s brand?
There are many schools of thought and many able practitioners of “nation branding” available for people seeking to answer this question. One group thinks that national products should take the fore, associating a country with what it produces. The examples of this kind of branding are many. Italy for example could be linked with pasta, coffee, design, fashion, or ice cream. But does this capture the essence?