Domazet, Ivana (2016) Improving competitiveness through national branding. In: Development, competitiveness and inequality in EU and Western Balkans. Sofia University St. Kliment Ohridski, Sofia, pp. 62-81. ISBN 978-954-07-4066-9
Full text not available from this repository. (Request a copy)Abstract
National competitiveness presents the ability of the particular country to achieve
economic growth faster than others, i.e., it represents a flexible economic structure that has the ability to anticipate global economic trends, and therefore
effectively changes and adjusts to the conditions of international trade. The
competitiveness of the country depends on several different factors, and one of
those is certainly the value of the country’s national brand. Consequently, the
basic aim of this paper is to point out the significance of the process of national
branding and creating a positive image of Serbia, as a factor that can improve the
competitiveness of the country. Establishment of a strong national brand is based
on the finding, creating and presenting a set of values that a country wants to
promote as its own national brand. Unfortunately, over the last couple of decades,
Serbia was facing a negative image, because it was, in addition to its deep-rooted
economic problems (non-competitive performance of the processing industry, the lack of a consistent policy of improving competitiveness, de-industrialization, etc.),
left to "external branding" (from the ravages of war, international sanctions, to the International Criminal Tribunal for the former Yugoslavia). Hence it is not
surprising that according to research by the World Economic Forum (WEF) for
2014-2015, Serbia was ranked 94th out of 144 countries.
| Item Type: | Book Section |
|---|---|
| Additional Information: | COBISS.ID=512361826 |
| Uncontrolled Keywords: | Improving competitiveness, National brand, Serbia, Branding, Positioning |
| Research Department: | Macroeconomics |
| Depositing User: | Jelena Banovic |
| Date Deposited: | 21 Jul 2016 07:38 |
| Last Modified: | 30 Mar 2020 12:45 |
| URI: | http://35.240.28.64/id/eprint/603 |
| Author Links: |
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