Skopje: Rebranding the Capital City through Architecture and Monuments to Remake the Nation Brand

Abstract

The paper examines the ideological underpinning and the level of persuasion and authenticity of the architectural upheaval in Skopje, accentuating the annihilation of the socialist period spent within Yugoslavia and the inclusion of a single dominant ethnicity. The paper is the first to suggest the co-branding of the city and nation brand, where attribute associations are transferred from the city brand to the nation brand and back. The paper contributes to the academic codification of the concept of rebranding.