Positioning and Re-positioning of National Brand of Serbia in order to Increase to Increase Exports, Foreign Direct Investments and Tourism Development

Drasko Nikolic and Dusko Bodroza ()
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Drasko Nikolic: Institute of Economic Sciences
Dusko Bodroza: Institute of Economic Sciences

Chapter 27 in Managing Structural Changes - Trends and Requirements, 2012, vol. 1, pp 488-505 from Institute of Economic Sciences

Abstract: During recent years, many countries in the world, especially countries in transition and developing countries, invest considerable effort and substantial resources in building and upgrading of its national brand, with the intention to promote it to the international (and domestic) public, seeking to change or improve their own image and reputation. The main purpose of this chapter is to identify the possibilities for positioning and re-positioning of national brand of Serbia. The chapter aims to: a) determine the current position of Serbia in the global public; b) identify social fields which can be an important element of Serbia's national brand identity; c) identify key markets for the brand positioning of Serbia.

Keywords: Serbia; national brand; national identity; SWOT analysis (search for similar items in EconPapers)
Date: 2012
ISBN: 978-972-9344-06-0
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