Serbia as brand: internal perspective

Abstract

The main purpose of this study was to examine the perception of brand identity and brand image of Serbia viewed by its citizens. Further aim is to propose a group of brand values as a foundation for a strategic brand positioning of Serbia. The inspiration for the research design stemmed from the extant branding literature review. A mixture of quantitative and qualitative research was applied. In total 740 examinees with Serbian citizenship and permanent residence in Serbia participated, thus enabling to capture internal stakeholders' perception of Serbia as brand. Surveying techniques consisted of online, on-the-field and telephone interviewing. Descriptive statistics and principal component analysis were used in the analysis of results. The findings indicate that the key elements of the brand identity of Serbia are: People, Modernity, Media Bias, Tourist destination, National treasury and Cultural uniqueness. The results may improve understanding brand associations of the brand image of Serbia. The results of the study emphasize people as the most important brand identity element of Serbia. The perception of a country's habitants is crucial for creating successful branding strategy for Serbia. The results revealed both positive and negative Serbia brand features. People living in Serbian countryside and people with lower education are found to be underrepresented in the sample. This study is an attempt to provide core values of Serbia as a brand, thus enabling a solid base for the development of a consistent brand communication strategy toward internal and external stakeholders.