Serbia brand identity: perspectives of residents and diaspora

Abstract

Purpose - The purpose of this paper is to identify, compare and contrast different perspectives of Serbian residents and diaspora regarding Serbia brand identity. Design/methodology/approach - Attitudinal statements for research design of study were collected within a period of 12 months from national media (TV and newspapers) and ten focus groups. Multiple surveying techniques consisting of on-the-filed and on-line surveys were applied. In total, 900 responses were collected and results were analyzed using principal component; also 740 examinees with Serbian citizenship and permanent residence in Serbia participated in the survey and 160 examinees from diaspora. Findings - Findings demonstrated that certain differences and similarities exist in the Serbia brand image perceptions between Serbian residents and diaspora. The first difference is reflected in the number of brand identity elements identified by each of the two examined groups. Diaspora identified four brand identity elements which are marked as mild nostalgia, business and pleasure destination, great cuisine and negative media bias; whilst residents identified six elements: people, obsolescence, negative media bias, cultural uniqueness, tourist destination and national treasure. The 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' perception is mainly influenced by national pride. These elements constantly interact to fulfil country brand promises to stakeholders. Research limitations/implications - The main constrains in this research study refer to small sample for diaspora and people living in Serbian countryside; people with a lower education are underrepresented. Practical implications - The study suggests guidelines for long-term brand strategy development for Serbia as a brand. Different framework of destination brand identity from resident and diaspora perspective can be of immense use to brand planners for identification of problems for better brand positioning of Serbia as a country. Originality/value - The research results emphasize perceptions of Serbia brand identity from resident and diaspora perspective and provide better understanding of the main components for communicating country branding strategy for Serbia. Both groups hold the view that Serbia suffers from negative media bias but still stays a recommendable tourist destination and a place to be.