King Alexander I, who reigned from 1921 until his assassination in 1934, aimed to stabilize and unify a country marked by ethnic diversity and complex national identities. The Kingdom of Serbs, Croats and Slovenes was established after the fall of the Austro-Hungarian Empire, encompassing various groups with distinct languages, cultures, and historical grievances. To address these challenges, Alexander sought to establish a stronger national identity. The renaming to Yugoslavia, meaning 'Land of the South Slavs,' was part of a larger political strategy to consolidate power and create a sense of belonging among the South Slavic peoples.

The shift from the multi-ethnic title to Yugoslavia was more than nominal; it signified a conscious effort to promote a unified Yugoslav identity, moving away from the more fragmented associations of the previous nomenclature. This change included new constitutional reforms and the introduction of a centralized government that aimed to mitigate regional disparities. The name change was announced amid a broader backdrop of political instability and was reflective of Alexander's ambitions to create a strong, cohesive state capable of withstanding external pressures.

However, despite these intentions, the rebranding faced significant challenges, including resistance from various ethnic groups that resented perceived centralization and loss of local autonomy. The struggle for identity continued, and while the name Yugoslavia was intended to foster unity, it would set the stage for future conflicts as competing nationalisms struggled for recognition and power within the kingdom.