Nation branding has been a major topic here on our blog. Previously, we have already talked about the impact on national image of hosting and participating in major world events and of making sure domestic firms produce high-quality goods for export, but both of the measures discussed were indirect processes to change the perception of foreigners to a country. But what if the country specifically invests in nation branding for the sake of nation branding?

That is what Kosovo has just announced. The national government has just selected Saatchi & Saatchi with a contract of 5.7 million Euros “to improve the country's international image.” The British firm’s Israel unit will run an international branding and media campaign for the Balkan country.

Of course, the job is easier said than done. After declaring independence from Serbia in February 2008 after a devastating war and constant ethnic tensions, Kosovo, one of Europe’s poorest countries, has yet to gain official recognition from the majority of the world’s countries due to political pressures from Serbia and Russia. The branding campaign must not only present Kosovo as a safe, modern, and economically recovering country, but also generate enough political goodwill to result in success of the diplomatic efforts of the tiny nation.

The relative international isolation faced by Kosovo makes the hiring of a professional firm worthwhile. But, given that the specific strategies to be used by Saatchi & Saatchi have yet to be released, there are a few important points to consider. The Kosovo national brand already exists; how will the advertising campaign undertaken by Saatchi & Saatchi change the current brand attributes? And maybe even more importantly, can advertising by itself really change what people perceive about a country? If the firm were to really change the brand image, would the process necessitate simplifications to the dynamic culture and people of Kosovo, resulting in misunderstandings and even stereotypes that can ultimately hurt Kosovo? Let the questions be answered after the initiation of the professional nation branding campaign.