Efforts Towards Creating a National Brand in Kosovo (2008-2021)

States in the context of foreign policy apply specific strategies that relate with strengthening their international position, especially in relation to the promotion of attributes and values that make changing the perceptions of citizens of other states, and consequently of decision makers. Small states find it difficult to impose on the large international system knowing that their power and potential is little measurable.

Kosovo since its proclamation as a state, is facing this dilemma, as crises, political instability and the inability to conclude the problem of recognition have cost it in external perception as a country with unsolvable political problems, while from within as the place where opportunities for work and well-being are seen as difficult to achieve, while interethnic cooperation remains dependent on the fate of the Brussels Talks or reconciliation and forgiveness, which are also linked to political talks. The need to affirm the truth of Kosovo, found it without concrete strategies, while the application of some marketing on foreign television, was not followed by any concrete plan.

Kosovo had launched a campaign entitled “Young Europeans”, while only a few years later, 200,000 young people left the country, producing paradigmatic upheavals, in “young European immigrants”. Applying a series of methods, such as content analysis, statistics and interviews, the paper concludes that Kosovo has not had a national strategy for creating a national brand, while there are some sporadic efforts, which are not accompanied by concrete strategies, while political instability did not allow the functioning of foreign policy and consequently increased impatience of the citizens towards the institutions which was reflected in the efforts for their mass departure from the country.