This thesis is a study of the phenomenon of nation branding and how the concept has been applied in the Republic of Kosovo. In a world where countries compete with one another, where having a good...Show moreThis thesis is a study of the phenomenon of nation branding and how the concept has been applied in the Republic of Kosovo. In a world where countries compete with one another, where having a good image internationally is seen as an important element, nation branding can serve as a good strategy. However, over the last decade, the concept of ‘nation branding’ has been emerging rapidly and at the same time, it has also faced criticism among scholars. Nation branding is a strategy that governments take in order to create and improve the image of their nation in the eyes of the world. Therefore, when the government of Kosovo launched the nation branding campaign ‘Kosovo – The Young Europeans’ the purpose was to represent the youth of Kosovo and positively brand the image of the country. The campaign in itself brought mix feelings and different views among people. Therefore, the aim of this thesis is to find out what is the impression of Kosovars regarding this initiative. What are their thoughts about the campaign? Did it have an impact? Nine interviews have been conducted for the purpose of this research. Whether the campaign had an impact, whether it brought something new or whether it was worth the money, these are some of the questions that were asked to the respondents.Show less