AAALBANIA: Possibilities and limitations of nation branding using the example of Albania

Abstract

When branding a region, building up an amalgam, a destination or a certain space of brand and location is the task at hand. The aim of doing so is to propagate closely defined conceptions of the respective location. Naturally these do not cover all the issues involved. While there is nothing more complex than a certain location, conventional branding rather works with reduction of complexity. The only way branding can deal with the abundance of meanings, references and interest out there is to narrow them down and make a choice. A location will either be communicated as a touristic gem, as promising high returns or as offering great education and formation.