Positioning and re-positioning of national brand of Serbia in order to increase exports, foreign direct investments and tourism development

Nikolić, Draško and Bodroža, Duško (2012) Positioning and re-positioning of national brand of Serbia in order to increase exports, foreign direct investments and tourism development. In: Managing structural changes : trends and requirements. Coimbra : Faculty of Economics, Coimbra, pp. 488-505. ISBN 978-972-9344-06-0

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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.

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