Analysing the key markets for communicating the values of the Montenegrin national brand

Head of the project: Dr Ivana Domazet

Ordered by: United Nations Development Programme (UNDP)

Duration: 2023

Description:

The concept of branding has proven to be very effective in improving key indicators of Montenegro's economic development, some of the most important of which include:

• development of receptive tourism
• greater inflow of foreign direct investment
• Increase in the volume and effectiveness of exports
• Improvement of diplomatic relations and the country's political position in various international organizations, etc.

In this context, the correct segmentation and targeting (selection) of key markets for which the communication strategy of the national brand of Montenegro is to be developed is extremely important. Тhe selection of markets according to their basic economic, demographic and cultural values is the basis for the development of an effective communication marketing strategy for the optimal positioning of the national brand.