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Branding of a (Desti)nation with a Deteriorated Image: The Case of Serbia

Branka Novčić Korać ; Sveučilište u Beogradu, Fakultet organizacijskih znanosti, Srbija
Tina Šegota orcid id ; Sveučilište u Ljubljani, Ekonomski fakultet, Slovenija

Puni tekst: engleski pdf 3.753 Kb

str. 77-99

preuzimanja: 1.817



This paper offers insights into the differentiation between nation branding
and destination branding and how important it is for the successful rebranding of a
country with a deteriorated and negative image. It is on the case of Serbia that authors
wish to demonstrate how a country engages in competitive marketing strategies in
order to boost investments, exports and employment opportunities, but fails to develop
a coherent nation branding platform at the highest strategic level. The literature
review highlights the differences and relations between three concepts - place branding,
nation branding and destination branding. The paper presents the results of the
content analysis of key branding initiatives, followed by visual messages, developed
and implemented by the Serbian Government and the National Tourism Organization
of Serbia in the period from 1996 to 2016. The results are chronologically presented in
the form of a discussion, establishing links between destination branding and nation
branding practices in Serbia. The conclusion is that none of the branding initiatives
have proved successful until now. This is predominantly due to the Government’s lack
of understanding of the very concept of nation branding and it being mistaken for
destination branding and tourism marketing. Current promotional efforts focus on presenting
Serbia to internal and external stakeholders primarily as a tourist destination.

Ključne riječi

nation branding, tourism destination, brand image, Serbia - a post-communist country

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Podaci na drugim jezicima: hrvatski

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