Development of a national brand in the function of improving the competitive identity of Montenegro

Abstract

The paper covers a general cross-section of national branding, its importance and relevance, and a literary background is presented in a section of already published works in the field of nation branding. The second part of the paper presents the results of the research conducted in order to test the established hypotheses, namely the general hypothesis, which states: The development of a national brand is in the function of improving the competitive identity of Montenegro, thereby ensuring its more efficient international business and utilizing the potential it has, while also achieving a high position in relevant international reports that rank national brands. In addition to the general hypothesis, special hypotheses were tested. The subject of this research is the analysis of the attitudes of respondents, relationships and relations, ie. functional and causal dependencies between national brand and competing identity. The aim of this research is to determine the level of image and perception of foreign and domestic public when it comes to the national brand of Montenegro. The study was conducted on a sample of 337 respondents. A simple random sample, an unrestricted sample, was used, since this type of sample corresponds to the subject of the research.

Keywords

• brand
• national brand
• country brand
• competitive identity
• national brand image