Creating a state brand: A brand and branding Serbia

Cvijanović, D.; Simić, Nataša; Vukotić, Svetlana

doi:10.5937/ekonomika1802043c

Cited by 8 publications

(6 citation statements)

References 6 publications

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“…Besides public and private companies, many other organizations resort to branding initiatives, such for example public authorities, governments, and international NGOs (Zerfass, Viertmann, 2017). According to Cvijanović, Simić, and Vukotić (2018), countries try to build a reputed brand to promote their economic, social, and cultural interests. The nation brand refers to the common presentation of different elements such as the country's identity, history, and symbols; in other words, the nation brand explains why the country is important and unique (Gunek, 2018).…”

Section: Branding Countries Through Public Eventsmentioning

confidence: 99%

Dubai Expo 2020’s Impact on the United Arab Emirates Brand: A Quantitative Analysis of American and European Media Companies

Medina Aguerrebere,

Burgess,

Chadli

et al. 2023

J. Adv. Res. Soc. Sci.

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Countries implement corporate communication initiatives to improve their international relations, achieve business objectives, and strengthen their brands. Nation branding activities are mainly based on international events: sports, culture, and social issues. This paper evaluates the Dubai Expo 2020’s impact on the United Arab Emirates brand. We conducted a literature review about nation branding, and then we resorted to 15 indicators to analyze how the most important newspapers from some of the most influential countries (United States, Russia, France, and Germany) covered this event from a journalistic and corporate communication perspective. Our results proved that 82 articles were published about this topic; on the other hand, the most common criteria respected by these companies were quoting organizers (n=61), using the Expo’s logo (n=45), and the image of a falcon (n=43). We concluded that most media companies focused on facts related to the Expo 2020 and made references to the country’s identity (values, flag, falcon); however, most of them did not include links to the Dubai Expo and UAE public authorities’ websites.

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Section: Branding Countries Through Public Eventsmentioning

confidence: 99%

Dubai Expo 2020’s Impact on the United Arab Emirates Brand: A Quantitative Analysis of American and European Media Companies

Medina Aguerrebere,

Burgess,

Chadli

et al. 2023

J. Adv. Res. Soc. Sci.

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“…However, the journey towards an independent Serbia was marked by dynamic historical, political and economic changes, the civil war, international sanctions and NATO bombing, which significantly contributed to creating a negative picture and image of Serbia as "a bad guy" (Kaneva, 2017;Cvijanović et al, 2018). Although it may seem that almost all negative associations linked to the nations involved in the conflicts disappeared with Yugoslavia, some associations continued to haunt the young states, including Serbia.…”

Section: The Case Of Serbiamentioning

confidence: 99%

Constructing a nation branding model: The case of Serbia

Novčić-Korać¹,

Bradić-Martinović²,

Miletić³

2020

Geographica Pannonica

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This paper aims to understand the concept and fundamental terms related to nation branding as a strategic tool for improving Serbia's international market position, a post-Communist and former Yugoslav country. The author intends to gain insight into Serbia's current brand perception as a developing country that can find an opportunity for rebirth and parting with the legacy implementation of the nation branding concept. The quantitative research methods were applied in this paper, and the questionnaire developed for the research investigated the perception of brand Serbia by leaning on Risitano's framework. Our analysis finds that national treasury, people, tourism and business destination were recognized as the most important points for country and nation positioning.

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“…This is why branding on a national level, i.e. being familiar with dimensions of nation branding, target groups and their specific needs is the starting point of place branding (Cvijanović et al, 2018). Vranješ, Jovičić and Gašević (2014) points out the fact that country branding positively affects the country's position within the international frames and politics, attracting foreign investments and tourism.…”

Section: Role Of Place Identity and Image In The Function Of Brand Crmentioning

confidence: 99%

“…In modern market conditions, places, cities and countries compete on a global level in order to provide more consumers, visitors, investments, companies, income but also respect and attention (Cvijanović, Simić and Vukotić, 2018). In this sense, place branding is a tool for promoting local competitiveness and a factor of improving the image and the appeal a location among the target population.…”

Section: Introductionmentioning

confidence: 99%

The importance and phases of the place branding process

Jovičić-Vuković¹

2018

Škola biznisa

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The aim of this paper is to point out to the importance of place branding and phases of the branding process in order to attract quality human resources, greater number of visitors, tourists, investments, companies and events, achieve bigger sales and find new sales channels to sell products and services. The primary aim of branding is to provide better competitive position for a place on a global level as a unique and irreplaceable location. However, branding is a long-term strategic venture which requires significant investments in terms of finances, time, knowledge and effort. All of the stated indicates that identifying and understanding key characteristics of the phases of the branding process, which are the focus of this paper, is particularly important for successful development and implementation of the branding strategy.

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Creating a state brand: A brand and branding Serbia

Abstract: The

Cited by 8 publications

References 6 publications

Dubai Expo 2020’s Impact on the United Arab Emirates Brand: A Quantitative Analysis of American and European Media Companies

Dubai Expo 2020’s Impact on the United Arab Emirates Brand: A Quantitative Analysis of American and European Media Companies

Constructing a nation branding model: The case of Serbia

The importance and phases of the place branding process

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