BREND FORUM Dejan Gluvačević

Guest Dean GluvačevićHosted by Božo SkokoMay 3, 2026

About this episode

What you'll hear in this conversation

Many countries grapple with how they are seen on the global stage, but few approach the challenge with the rigor of a brand manager. Dean Gluvačević has dedicated his career and academic work to understanding how nations build, maintain, and sometimes mismanage their identity. As both a seasoned entrepreneur and a scholar of communication sciences, he offers a rare dual perspective on what makes a country's 'brand' resonate, or why it falls flat. From analyzing Croatia's post-EU entry perception to dissecting Spain's strategic rise as a 'superbrand,' Gluvačević unpacks the often-invisible forces that shape national identity. This conversation explores the deliberate choices and unexpected outcomes in crafting a country's image, leaving you with a clearer understanding of how nations, like businesses, compete for attention and affinity.

Insights from the conversation

What to take from this episode

Croatia's first year in the EU was a 'honeymoon' phase, where initial enthusiasm often kept potential issues swept under the rug. The true perception of a major national shift only clarifies years later, once the initial glow has faded and reality sets in.

The European Union struggles to define its core identity, despite proposals like renaming it the 'United European States.' A political-economic alliance with diverse members often fails to build a cohesive brand if its focus remains on hard power, neglecting the communication of its softer, cultural influence.

Spain's rise as a 'superbrand' stemmed from forming a dedicated institution to manage its entire national promotion, not just tourism. Building a national brand requires continuous, systematic work over decades, rather than relying on short-term campaigns or individual initiatives.

Spain began its branding efforts in the early 1980s with fewer advantages than Yugoslavia or Croatia at the time, yet it became the world's leading tourism brand. A country's starting point is less important than its sustained, strategic commitment to promoting its identity over decades.

Spain strategically moved beyond traditional cultural icons like Picasso to embrace figures like filmmaker Pedro Almodóvar, whose unconventional work challenged conservative perceptions of the country. To redefine a national identity, sometimes the most effective ambassadors are those who defy existing stereotypes, rather than reinforce them.

Even amidst significant internal crises like Catalonian separatism or terrorist attacks, Spain's brand proved resilient. A robust national brand, consistently managed by a dedicated institution, can absorb and neutralize potential damage from internal conflicts far more effectively than a fragmented approach.

Croatia consistently appears on international ranking lists primarily for tourism, with its economic and other sectors largely unrecognized. When a country's global image is almost entirely defined by a single industry, it risks an incomplete brand perception that overlooks its broader potential.

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Dean Gluvačević

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ScenariosBusiness challenges CardsEducational cards TimelineTopic evolution