Serbia brand identity: perspectives of residents and diaspora

Abstract

The main aims of this research paper are to identify, compare and contrast different perspectives of Serbian residents and Diaspora regarding Serbia brand identity. Multiple surveying techniques consisting of on-the-filed and on-line surveys were applied. 900 responses were collected and results were analyzed using principal component analysis. Findings demonstrated that certain differences and similarities in the Serbia brand image perceptions between Serbian residents and Diaspora exist. First difference is reflected in the number of brand identity elements identified by each of the 2 examined groups. Diaspora identified 4 brand identity elements which are marked as mild nostalgia, business and pleasure destination, great cuisine and negative media bias; whilst residents identified 6 elements: people, obsolescence, negative media bias, cultural uniqueness, tourist destination and national treasure. Second difference, reflected in the mere content of the brand elements, is mainly determined by the fact that Diaspora's perception is mainly influenced by the nostalgia, whilst residents' by national pride. Except identified differences, certain convergences in the perception of two examined publics are evident. Both groups hold the view that Serbia suffers from negative media bias but still stays a recommendable tourist destination and a place to be.