Branding Serbia
Sights and Sounds
The
nation's brand can be defined by the people, by their temper, education,
look, by their endeavours,
but also, by economy, tourism and by products it offers. It is very
hard to change one nation's values. For this reason, when it comes
to nation branding, a long term strategy is needed
By MARKO ANDREJIĆ
from Belgrade, SERBIA
Council
for promotion of Serbia is established on October 12 as a national
body under jurisdiction of Government of Serbia. Members were supposed
to be one historician, one marketing manager, European movement in
Serbia representative, general manager of Belgrade Philharmony, representative
of Institute of Economics Sciences and Milka Forcan, vice-president
of Delta Holding, named as president of the Council. General manager
of McCann Erickson marketing agency in Serbia refused to be in this
team as well as media advisors of Serbian Prime Minister and minister
of Economics.
Just after establishing, the
Council that should create a better image about Serbia, actually created
a very bad image about itself.
First, public opinion was guessing about real activities of this body
and after that it was renamed into Branding Council and president
Milka Forcan was accused for conflict of interests as she is vice-president
of the biggest Serbian company at the moment. Just yesterday, 
after
many discussions, Ms.Forcan finally gave up from this position because
of "public pressure". Council still didn't start working.
Anyway, the whole affair was
only a motive to remember all the stories about branding and re-branding
Serbia in this very specific moment for the country when negotiations
on Kosovo status still last and Stabilization and
Association Agreement with EU is signed. What country branding means
at all?
Branding is the way that organization communicates, differentiates
and symbolizes itself to all of its audiences. National branding is
doing the same thing, but to a whole country. This may be in order
to encourage foreign direct investment, to promote tourism, to attract
working force or support exports. 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. It seems
that most national branding programs aim at foreigners by improving
one nation's 
image
in the eye of the rest of the world, but it is equally important to
create programs that aim at that nation's own people, because on a
long-term basis, a nation is perceived also through its individuals.
The nation's brand can be defined
by the people, by their temper, education, look, by their endeavours,
but also, by economy, tourism and by products it offers. It is very
hard to change one nation's values. For this reason, when it comes
to nation branding, a long term strategy is needed. This is the work
of a government, branding agencies and experts, national tourism boards,
diplomats, national chambers of commerce etc.
Reading this it's hard to believe that few pictures of Serbian land,
beautiful rivers and mountains broadcasted on CNN few months ago,
covered with even louder story about its costs and wrong music and
photos, are enough to improve image of Serbia.
For
the most of foreigners coming to Serbia or just thinking about it,
this is a country of good music - EXIT Festival in Novi Sad just got
one more award as the best European music festival and trumpets from
Gucha are famous also, delicious food and good drinks - you have to
taste it once you come, hospitable
people, great night life and clubbing - especially on the river and
famous history. Unfortunately, since
1990s, Serbia is also well-known as a country that passed through
non-countable number of wars in 20th Century, as a country with hard
baggage of Hague Tribunal and a country of bad toilets in public places...
According to marketing and some other experts, the best way to change
the negative image of the country and make it better - so, making
good climate for foreign investments, tourism or economy - is changing
behaviour. Once when you improve the way people think, you can expect
the branding gives its results and someone outside will receive the
picture of country on its way towards European Union and not towards
"fast railways" where trains that goes 30 kms per hour.
(Published: 09.11.2007.)
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