In the second decade of the 21st century, the practices, discourses, and implications of nation branding have attracted growing interest from scholars in the humanities and social sciences seeking to understand the linkages between national identities, reputations, governance, and the phenomenon of nation branding. This strand of critical research, as opposed to instrumentalist approaches, is the focus of this review. In line with the scope of the journal, the review looks at nation branding research that relates to the countries of the former communist bloc. The analysis finds that the state of the field is fragmented due to its multi-disciplinary nature. It is also argued that the field may be suffering from methodological nationalism. The discussion identifies epistemological and theoretical approaches, pointing out gaps and limitations along the way. It is suggested that research in the field can be grouped into “identity studies” and “practice studies” as a way to better understand key theoretical influences. Finally, it is proposed that future research should look at nation branding both as a field of practice that merits critical examination in its own right and as a lens that can be used to investigate changes in the state of nationhood today.

This article outlines a new perspective on the role of media in nation branding, drawing on Jean Baudrillard’s post-structuralist media theory. I argue that, following Baudrillard, we can see nation brands in a new light, namely, as simulacra which exist within a transnational media system for the creation, circulation and consumption of commodity-signs. In this capacity, nation brands shed their representational burden of standing in for the nation and, instead, operate as self-referential entities. I use the example of Brand Kosovo to provide illustrations for my theoretical points. However, while the case of Kosovo has its specificities, I propose that the theoretical claims presented here hold beyond its parameters. This article forms part of the Theorizing Media in Nation Branding Special Issue.

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This article examines how nation branding intersects with a transnational discourse about Europe's “Roma problem.” We undertake a critical discourse analysis of “Romanians in Europe,” a branding campaign by the Romanian government, implemented in 2008. We address three main questions: What conditions led to the Romanian government's decision to intervene in the “Roma problem” discourse through a commercial campaign? How did the campaign construct a narrative of Romanian national identity, and what was the position allotted to Romania's Roma in it? Finally, what can we learn from this case about hierarchies of othering and the politics of national and transnational identities in Europe after the end of the Cold War and in conditions of growing mediatization and commercialization?

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