A growing number of countries are beginning to understand the importance and the necessity for country branding and taking care of their global image and reputation. Having realized that a good name and a positive image affect not only the number of tourist arrivals but also the investments, products, award of various sports and cultural events etc, as of lately countries have started addressing these issues more seriously. Special agencies and institutes have been established which use the latest marketing methods and integrated marketing channels for promotion. Governments which strive to rebrand their countries, remodel the image or build a new positive identity of their nation must have a clear vision of what they want to achieve, where the country stands now, where they want it to stand, and must try to integrate all efforts, policies and communications towards the rest of the world. It is with considerable delay that Serbia has understood the real impact of lobbying and engaging lobbyist firms in preparing and passing decisions of significance to the international political scene, and partially due to the delay, it has suffered great economic and political damage over the last decade and a half of its history.