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2018, vol. 64, br. 2, str. 43-54
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Kreiranje brenda države - brend i brendiranje Srbije
Creating a state brand: A brand and branding Serbia
aUniverzitet u Kragujevcu, Fakultet za hotelijerstvo i turizam, Vrnjačka Banja, Srbija bUniverzitet 'Union - Nikola Tesla', Fakultet za menadžement nekretnina - FMN, Beograd, Srbija cUniverzitet Privredna akademija u Novom Sadu, Fakultet za ekonomiju i inženjerski menadžment - FIMEK, Srbija
e-adresa: dvcmmv@gmail.com
Projekat: Održiva poljoprivreda i ruralni razvoj u funkciji ostvarivanja strateških ciljeva Republike Srbije u okviru dunavskog regiona (MPNTR - 46006)
Sažetak
Države čine različite pokušaje da privuku što više turista, stranih investitora, da razviju međunarodna partnerstva, da stimulišu izvoz, da što bolje pozicioniraju svoje proizvode i usluge, ali i da se putem personalno prepoznatljivih brendova, što efikasnije, smišlenije i inovativnije pozicioniraju i na samo sebi svojstven način, nametnu međunarodnom okruženju. U tom i takvom cilju, nije samo neophodno posvetiti se brendiranju zemlje, nego to učiniti na način koji se ozbiljno razlikuje od drugih, što u startu daje prednost pozitivnom brendiranju zemlje. Predmet ovog rada je analiza značaja brendiranja zemlje i merenja pozicije zemlje kao brenda, na primeru Srbije. Za Srbiju kao brend, karakteristični su brojni napori na njenom pozicioniranju, ali i brojne prepreke na koje nailazi na tom putu.
Abstract
The states make different attempts to attract more tourists, foreign investors, develop the international partnerships, stimulate export, make better position for their products and services, but also to position and impose itself more efficiently, meaningful and innovative, by the personally recognizable brands, to the international environment. Aiming at this, it is not only necessary to devote oneself to branding of a country, but to do it in a way that significantly differs from others, which initially favours the positive branding of the country. The subject of this paper is to analyse the significance of state branding and measuring the state position as a brand, as in the case of Serbia. For Serbia as a brand, there are characteristic numerous efforts on its positioning, but also numerous obstacles that are on that way.
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