2011, vol. 57, br. 1, str. 108-114
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Brend kao naša sudbina
Brand as our destiny
Niška poslovna škola SS, Niš
Sažetak
U slučaju našeg nacionalnog brenda, potrebno je učešće stručnjaka, političara, ali i svih građana zemlje, kao neophodan doprinos ugledu zemlje. U tom pogledu svi, od Ministarstvo trgovine i usluga do Privrednog pregleda, moraju krenuti u akciju izbora najuspešnijih robnih i korporativnih brendova na domaćem tržištu. To je dugoročan posao i za ostvarenje punih efekata nacionalnog brenda potrebno je realno 20 godina. Stvaranje nacionalnog brenda znači stvaranje nove vrednosti zemlje, koja treba da omogući jaku poziciju na međunarodnom tržištu, te konkurentsku prednost sa porukom da smo dinamični, konkurentni i sposobni da predstavimo i prodamo svoje proizvode i usluge svetu, da smo postigli: visok stepen prepoznatljivosti proizvoda i usluga i drugih vrednosti i karakteristika; zavidan uspeh u primeni marketing i brending filozofije u poslovanju i radu srpskih preduzeća i sl.
Abstract
In case of our national brand, participation of experts, politicians, as well as all the citizens is required as the necessary contribution to the reputation of the country. Regarding this, everyone, starting from The Ministry of Trade and Services to The Economic Preview, must take action and choose the most successful commercial and corporate brand on the domestic market. That is a long lasting job, and it takes 20 years for a national brand to achieve its full effect. Creating a national brand means creating new values of the country, which should secure a strong position on the International Market and a competitive advantage, delivering a message that we are dynamic, competitive and capable of presenting and selling our products and services to the World. It should also show that our products and services have reached a high degree of recognition, as well as other values and characteristics; that we have made a remarkable success in applying marketing and branding philosophy to business dealings of Serbian Companies, etc.
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