Montenegro National Brand Strategy Development for the period 2019-2022

Ordered by: Ministry of Economy of Montenegro
Head of the project: Ivana Domazet, PhD
Duration: 2018

Description:

National branding is a complex process implemented across multiple phases based on discovering, developing and presenting a unique and appealing set of national values to the market. A successful national branding process results in a nation's distinctiveness and positive differentiation from the rest of the world. Effective national branding leads to economic results that manifest themselves in the following:

• Tourism development,
• Increased foreign direct investment and exports and
• Improvement in diplomatic relations, the country's political position and
• More successful management of international politics.

The strategy for the development of the national brand of Montenegro is a study that defines a strategic framework and provides guidelines for the development and positioning of the national brand of Montenegro by analyzing data and examining the attitudes of the domestic and foreign public as well as prominent public figures and political decision-makers. The aim of the strategy is to further improve Montenegro's image among the international and national public by promoting Montenegro's values.