Review article
https://doi.org/10.5673/sip.55.1.4
Branding of a (Desti)nation with a Deteriorated Image: The Case of Serbia
Branka Novčić Korać
; University of Belgrade, Faculty of Organizational Sciences, Serbia
Tina Šegota
orcid.org/0000-0001-7994-1396
; University of Ljubljana, Faculty of Economics, Slovenia
Abstract
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.
Keywords
nation branding; tourism destination; brand image; Serbia - a post-communist country
Hrčak ID:
182250
URI
Publication date:
30.5.2017.
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