Establish a Brand Current situation in each country, possibilities and market needs Best practices on Branding companies in Serbia

Table of Contents

Introduction ...................................................................................................................... 3 The impact of digital environment on developing brands in Serbia ..................... 4 Best practices on Branding companies in Serbia .. Error! Bookmark not defined. Branding of Serbia.................................... Error! Bookmark not defined. Branding companies in Serbia ............. Error! Bookmark not defined. Tourism as a National Brand ................ Error! Bookmark not defined. The Guca Trumpet Festival The Dragacevo Assembly ...... Error! Bookmark not defined. EXIT music festival............................................. Error! Bookmark not defined. Belgrade capitol city and one of Europes most popular destinations ................................................................................... Error! Bookmark not defined. Building Brands Food and BeveragesError! Bookmark not defined. Branding beverages .............................................. Error! Bookmark not defined. Food branding ........................................................ Error! Bookmark not defined. References: .................................................................. Error! Bookmark not defined.

Association of Business Women in Serbia

Page 2

Introduction
The arrival of great world's brands in Serbia, such as McDonalds during the mid-eighties, paved the way for the arrival of large marketing companies which accompanied them. Having in mind that that particular time was marked as the beginning of crisis and dissolution of Yugoslavia, it is

obvious that it was not suitable for the development of a consumer society. These circumstances were followed by general stagnation in terms of product development and branding , including services, destinations, and everything else that Serbia has to offer. The end of sanctions and the embargo and entering the process of transition brought about the appearance of a variety of new brands and plenty of rebranded products. Since then, the concept of marketing and branding in Serbia is under constant development, and has taken its place as the inevitable and important t part of virtually every business plan. Branding is the most efficient and effective way which is used in organizations to differentiate and symbolize their business to all of their target audiences. National branding is the performance of the same activities but by the government of a particular country. This usually happens when there is significant need to encourage foreign investment, or to promote tourism, or to attract working force or support exports. If a countrys goal is to achieve all the previously mentioned, a well structured and differentiated brand is a must have. Although it goes beyond the mere image and perception, national branding may be briefly defined as the way a country or a nation is perceived by the audience. Nowadays, creation of national branding programs almost inevitably aspire to present an improved nation's image to foreigners, but, at the same time, it is equally important to create programs that aim at that nation's own people, because on a long-term basis, a nations brand is ultimately promoted the way it is perceived also through its own citizens. Having Serbia as an example, we might say that improving its image in the eyes of the rest of the world is equally important as improving its image in the eyes of its own people, and regaining their trust, as consumers.
Association of Business Women in Serbia

Page 3

However, regardless of the improved branding strategies - which are still in the process of development and finding ways of successful implementation in our country, past experience has shown many oversights in the understanding the importance of protecting the brands that make Serbia distinct. These oversights have led to the situation where several distinctly Serbian products are not only produced in other countries, but are even registered as their brands. And those products are attached to the very name of Serbia, and have always been considered as a part of its national heritage. These great lessons we overcame during the process of mastering the techniques of recognition of quality potential and brand protection, were a good starting point to grasp the vast potential of brands that are yet to be defined and exploited. Some of the foreign branding issues are as follows: Greece won the battle against Denmark for registration of feta cheese as the Greek national product. Slovenia won in its battle against Germany for registration of the Kransky sausage. Unfortunately, we have missed our chance to seek the rights for brands such as slivovica, kajmak, ajvar. During the mid 80s one Slovenian company had tried to register and protect the brand of ajvar, while both the Czech Republic and Germany have managed to gain the rights to call the brand of slivovica their own.

The impact of digital environment on developing brands in Serbia

When thinking of Serbia, most certainly, some of the first things that would come into ones mind are Novak Djokovic, Ana Ivanovic, great scientist Nikola Tesla, Nobel prize winner Ivo Andric, along with many other areas of public life and many other achievements. If this indeed is a global image of Serbia nowadays, who does Serbia have to thank for it? Arguably, in most cases, we should be thankful to Social media. Although in the recent decades branding is an increasingly important item in the agenda of business of each company, it is always a burning topic how to get into the consumer's mind. The development of modern digital technology and the Internet has been largely involved in the marketing of many brands, both international and domestic. The development of technologies has enabled faster and easier access to the Internet, which is, in the present time, one of the most essential means of getting information. The Internet
Association of Business Women in Serbia

Page 4

provides opportunities for connecting people with others and allows access to databases- which are physically, out of ones reach, and allowing easy access to information that enable us to understand different cultures as well as different standpoints when discussing quality and brands. The development of social media, each of which has individually managed to bring together an impressive amount of people, has an important role in the process of sharing information about brands, exchanging impressions, and, in general, just getting acquainted with certain products. Digital technologies have begun, in time, to direct branding techniques to the needs of consumers, since the consumers are given an easy way of expressing their views. Products are increasingly being developed and customized in compliance with desires and the needs of users. Today, the product is not placed on shelves as something final and inalterable, as something a customer needs to get used to or adapt to, but as the result of the interaction between consumers and producers. This final outcome, product or service, is to be to mutual satisfaction of producers and consumers. The era we live in is predominantly characterized by rapid changes in the business environment, technology, business and business philosophy, and it is, therefore, of great importance to keep up with these trends. Former British American Tobacco marketing director Jimmy Rembisewski once said: Building brands is similar to LEGO. Earlier, we would offer our customers built houses, now we offer them LEGO, to build their own brands. From all the social media and networks which are present today, Facebook, Twitter, Youtube, accompanied with Instargram which was originally designed to be a picture editor application, rose through the competition as the most influential. Through Facebook, numerous brands gained their popularity, the consumers had the opportunity to express their views, likes and dislikes, and many brands or brands to be, have made their first appearance right trough this social network. Serbia found its place on the list of top 50 countries with the largest number of facebook users (47th place). In May 2013, Facebook reached 1.11 billion users. Serbia, out of
Association of Business Women in Serbia

Page 5

something over 7 million of citizens, has 3.377.340 users on this social network - roughly one half of Serbias population. Twitter, as another social media networks, allows insight to the lives of celebrities, actors, writers, sportspeople, musicians, projects of major organizations, novelties and offers to wonderful tourist destinations. Every previously mentioned item is a brand of its own kind unique, awakes interest, trust, loyalty and recognition. This way of communicating with their idols has enabled millions of followers of Twitter to perceive famous people as somewhat common people. Using this tool, many brands have gained in popularity, because many fans want to feel closer to their idols, or favorite parts of the world, or trends, by following fashion styles, go to the same restaurants, go to vacations to the same sites, to watch their favorite movies or TV series. The Twitter profile that has the most followers is Novak Djokovics, whereas in terms of Serbian corporate brands phone companies mt:s, Telenor, and Vip have the most followers. Digitalization of modern surrounding affected the awakening of new areas of interest with consumers. It has also been a great factor in change of awareness of the domestic population, so they have shifted their attention to national brands, rather than to imported ones. Serbia is thinking how to improve its own brands, how to make wise moves in the fight for protecting its brands, how to promote the quality dimension of the offers, how to preserve the heritage from oblivion, or from, which seems to be the case in many situations, foreign substitutes of lesser quality. Large number of Serbian people, lately, is turning to e.g. domestic drinks rather than some foreign brand. People have started favoring our sportspeople, movies etc. People are being constantly surprised by the quality of marketing of our products, and choose to consume domestic food. Modern technologies side by side with social media, take part of the credit for people who realized that the branding circumstances are changing. People are orienting their attention to getting to know their country, acquainting themselves with its culture, before the desire to see something foreign appears.

Association of Business Women in Serbia

Page 6

National brand is therefore becoming more significant than ever. The public proclaims that we should be using domestic products, to encourage our economy. Brand setting is being active so the consumers would realize that we should reconsider buying a foreign, often more expensive product, when next to it stands something domestic of adequate quality. Serbia is on the path of discovering new brands and rebranding of the existing ones. It is investing a lot to remind both its population and foreign markets, that it has a great lot of quality products to offer and even greater potential yet to be branded.

Association of Business Women in Serbia

Page 7