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Talking Heads
Serbia as Brand
Countries, like companies or individuals, have a “brand” associated with them. This brand constitutes often an important part of the country’s identity and its economic and tourist potential. Brands have exceptional power, both affirmative and negative. Think of “Brand Germany”, mechanically perfect, delivered on time and per specifications. While Germany’s consistently strong brand is enviable and a key component to the country’s prosperity, brands are not static, can improve or deteriorate.
What, then, is “Brand Serbia”? It is not an easy question to answer, and many would slide into politics in answering it, or answer it in a negative fashion. It is not in our interest to be negative, but rather to look for an affirmative version of Brand Serbia.
This is my take, influenced perhaps, by living in Vojvodina. To me, Brand Serbia is a table filled with the finest orchard fruits and vegetables, or a kaleidoscopic whirl of colors in a town market, where some of the world’s tastiest, freshest and healthiest produce can be found. In this same countryside, some of the most important cultural and historical monuments in Europe can be discovered.
Notice, I did not mention a company, but rather focused solely on Serbia’s natural and cultural endowments. Properly fused together and positioned, this is a very powerful brand. Neglected or mis-conceptualized, it is more than a missed opportunity; it becomes a negative brand.
Serbia possesses several large industries from the Communist era, and, perhaps, a continued bias towards industry. I would suggest that attempting to compete either with more advanced industrial economies such as Germany or low cost, huge scale economies such as China or, closer to home, Turkey, does not leverage Serbia’s brand, but rather seeks to compete on cost. Serbia will never be as cost or production-efficient as Germany or China; it is in a different league.
Rather, Serbia must focus, foster, and further its own considerable endowments. In an age of both rising food prices and concern about organic food, Serbia can win markets and niches. Huge markets with hungry populations beckon, but Serbia needs to promote itself, as a quality and cost-effective producer.
This promotion barely registers in global markets and in global consciousness, leaving, instead, an image established by the events of the 1990s. Impressions remain, until they receive reason to be changed. Such reasons exist everywhere in Serbia, but they are seldom brought to the world’s attention.
Speaking of the 1990s and the impressions left by the dissolution of SFR Yugoslavia, it is now time, also, to stand these impressions on their heads. Today’s Serbia possesses one of the most diverse populations in Europe. Vojvodina, with over two-dozen nationalities, is simply unique in Europe. This is a cultural and tourist goldmine. It also eloquently refutes the notion that Serbia is a nationalistic and xenophobic country. How many people abroad know this? Whenever I mention it to friends in America or Britain, they are astonished. Why is this not promoted?
People need to be encouraged to experience this for themselves first-hand, by visiting Serbia. Serbia lacks the mass tourism potential of beach destinations such as neighboring Greece, Montenegro, or Croatia, but nature and culture, properly promoted are a strong draw. The Exit Festival stands out as a singular success and arguably the best brand Serbia currently possesses. Spa tourism is another obvious one, but it is not enough to have the sites, people must know about them, and how to get to them. As any trip to the supermarket will tell you, brands must be available and user friendly, as well as quality.
When I mention these endowments to Serbs, the usual response is “we know this.” It is not enough to know it; you must then promote it. Here is where Serbia most often loses. The country fails to market.
Far too often Serbian marketing is a matter of kazati, rather than pokazati. This is a huge difference, and in order for Brand Serbia to succeed, it requires to promote (pokazati) its powerful combination of endowments.
What, then, is “Brand Serbia”? It is not an easy question to answer, and many would slide into politics in answering it, or answer it in a negative fashion. It is not in our interest to be negative, but rather to look for an affirmative version of Brand Serbia.
This is my take, influenced perhaps, by living in Vojvodina. To me, Brand Serbia is a table filled with the finest orchard fruits and vegetables, or a kaleidoscopic whirl of colors in a town market, where some of the world’s tastiest, freshest and healthiest produce can be found. In this same countryside, some of the most important cultural and historical monuments in Europe can be discovered.
Notice, I did not mention a company, but rather focused solely on Serbia’s natural and cultural endowments. Properly fused together and positioned, this is a very powerful brand. Neglected or mis-conceptualized, it is more than a missed opportunity; it becomes a negative brand.
Serbia possesses several large industries from the Communist era, and, perhaps, a continued bias towards industry. I would suggest that attempting to compete either with more advanced industrial economies such as Germany or low cost, huge scale economies such as China or, closer to home, Turkey, does not leverage Serbia’s brand, but rather seeks to compete on cost. Serbia will never be as cost or production-efficient as Germany or China; it is in a different league.
Rather, Serbia must focus, foster, and further its own considerable endowments. In an age of both rising food prices and concern about organic food, Serbia can win markets and niches. Huge markets with hungry populations beckon, but Serbia needs to promote itself, as a quality and cost-effective producer.
This promotion barely registers in global markets and in global consciousness, leaving, instead, an image established by the events of the 1990s. Impressions remain, until they receive reason to be changed. Such reasons exist everywhere in Serbia, but they are seldom brought to the world’s attention.
Speaking of the 1990s and the impressions left by the dissolution of SFR Yugoslavia, it is now time, also, to stand these impressions on their heads. Today’s Serbia possesses one of the most diverse populations in Europe. Vojvodina, with over two-dozen nationalities, is simply unique in Europe. This is a cultural and tourist goldmine. It also eloquently refutes the notion that Serbia is a nationalistic and xenophobic country. How many people abroad know this? Whenever I mention it to friends in America or Britain, they are astonished. Why is this not promoted?
People need to be encouraged to experience this for themselves first-hand, by visiting Serbia. Serbia lacks the mass tourism potential of beach destinations such as neighboring Greece, Montenegro, or Croatia, but nature and culture, properly promoted are a strong draw. The Exit Festival stands out as a singular success and arguably the best brand Serbia currently possesses. Spa tourism is another obvious one, but it is not enough to have the sites, people must know about them, and how to get to them. As any trip to the supermarket will tell you, brands must be available and user friendly, as well as quality.
When I mention these endowments to Serbs, the usual response is “we know this.” It is not enough to know it; you must then promote it. Here is where Serbia most often loses. The country fails to market.
Far too often Serbian marketing is a matter of kazati, rather than pokazati. This is a huge difference, and in order for Brand Serbia to succeed, it requires to promote (pokazati) its powerful combination of endowments.
