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

In: Managing Structural Changes - Trends and Requirements

Author

Listed:
  • Drasko Nikolic

    (Institute of Economic Sciences)

  • Dusko Bodroza

    (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.

Suggested Citation

  • Drasko Nikolic & Dusko Bodroza, 2012. "Positioning and Re-positioning of National Brand of Serbia in order to Increase to Increase Exports, Foreign Direct Investments and Tourism Development," Book Chapters, in: João Sousa Andrade & Marta C. N. Simões & Ivan Stosic & Dejan Eric & Hasan Hanic (ed.), Managing Structural Changes - Trends and Requirements, edition 1, volume 1, chapter 27, pages 488-505, Institute of Economic Sciences.
    • Handle: RePEc:ibg:chaptr:msc-27
    as

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    References listed on IDEAS

    as
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    4. Miklos-Thal, Jeanine, 2008. "Linking Reputations: The Signaling and Feedback Effects of Umbrella Branding," MPRA Paper 11045, University Library of Munich, Germany.
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