International Positioning of Serbia in the Era of Pax Americana

Siniša Atlagić

Abstract

In this paper, the author deals with the concept and practice of nation branding, which he perceives as one of the media used to preserve the economic and political predominance by world’s leading power. In the first part of the paper, the focus is on the concepts of identity, image and propaganda, commonly associated with branding. Further on, the author suggests a value frame in which the actors of liberal capitalism utilise nation branding in order to pursue their interests and demonstrates the evolution of values in Serbia at the turn of the century, as a precondition of nation branding.

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