Improving competitiveness through national branding

Domazet, Ivana (2016) Improving competitiveness through national branding. In: Development, competitiveness and inequality in EU and Western Balkans. Sofia University St. Kliment Ohridski, Sofia, pp. 62-81. ISBN 978-954-07-4066-9

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National competitiveness presents the ability of the particular country to achieve economic growth faster than others, i.e., it represents a flexible economic structure that has the ability to anticipate global economic trends, and therefore effectively changes and adjusts to the conditions of international trade. The competitiveness of the country depends on several different factors, and one of those is certainly the value of the country’s national brand. Consequently, the basic aim of this paper is to point out the significance of the process of national branding and creating a positive image of Serbia, as a factor that can improve the competitiveness of the country. Establishment of a strong national brand is based on the finding, creating and presenting a set of values that a country wants to promote as its own national brand. Unfortunately, over the last couple of decades, Serbia was facing a negative image, because it was, in addition to its deep-rooted economic problems (non-competitive performance of the processing industry, the lack of a consistent policy of improving competitiveness, de-industrialization, etc.), left to "external branding" (from the ravages of war, international sanctions, to the International Criminal Tribunal for the former Yugoslavia). Hence it is not surprising that according to research by the World Economic Forum (WEF) for 2014-2015, Serbia was ranked 94th out of 144 countries.

Item Type: Book Section
Additional Information: COBISS.ID=512361826
Uncontrolled Keywords: Improving competitiveness, National brand, Serbia, Branding, Positioning
M Category: H Social Sciences > H Social Sciences (General)
Depositing User: Jelena Banovic
Date Deposited: 21 Jul 2016 07:38
Last Modified: 21 Jul 2016 07:38

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