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  5. Volume 22, Issue 2 (2017)
  6. Image of Slovakia in the Context of East ...

Regional Formation and Development Studies

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Image of Slovakia in the Context of Eastern Europe
Volume 22, Issue 2 (2017), pp. 123–132
Lenka Môcová  

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https://doi.org/10.15181/rfds.v22i2.1483
Pub. online: 4 August 2022      Type: Article      Open accessOpen Access

Published
4 August 2022

Abstract

The paper deals with the problem of Slovak image abroad. Slovakia is a small country in terms of population and geographical size and despite its natural beauties and positive economic development it does not draw enough attention. The paper describes two main approaches to nation branding and outlines several typical branding strategies of chosen Eastern European countries. As there is a strong correlation between the image of Slovakia and Eastern Europe, the paper also studies the common characteristics of Eastern Europe image with specific focus on its reflection in popular culture. The final part of the paper summarises basic characteristics of the image of Slovakia in foreign press and briefly presents a new Slovak branding campaign Good Idea Slovakia.

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Keywords
image of Slovakia nation branding Eastern Europe foreign press

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