Branding the State and the Nation (the case of the Republic of Serbia)

The paper deals with brands and branding at the highest level-the level of countries and people. It shows the parallels and differences that appear in the classical marketing process of products branding or services and those related to the state, in this case with the analysis of the potential of Serbia to become a brand. The paper examines the strategy of brand building of the state and its people, including politics and diplomacy, economy, culture, sports, etc. In this regard, an example of the Republic of Serbia is very attractive for the analysis, because of the actuality - it's beginning now, as well as the bad reputation and complicated heritage of Serbia and the entire Balkan region.