In the morning program of Radio Television of Serbia, Miljan Premović, marketing expert and founder of Intelligence.rs, spoke about the complexity and importance of Serbia’s national brand. In a conversation with host Marko Ivas, Premović emphasized that a country’s brand is not just a tourism campaign, slogan or logo, but the way the world perceives us – through culture, history, sports, science, diplomacy and the everyday behavior of citizens.
“Serbia must start from itself – from its identity, cultural heritage, glorious past and universal values that we share with the world. A national brand is not built overnight, but through phases, with institutional coordination and the involvement of the diaspora, business, culture and citizens. The goal should not be to compete with global superpowers, but rather with those countries and regions that are important to us, and we are important to them,” says Premović.
He particularly emphasized the importance of the Nemanjić dynasty , St. Saul and the symbols that connect us through the centuries, as the foundations on which the timeless identity of Serbia can be built. Serbia as a place of welcome, comfort and problem solving. Premović suggests that we focus on our own interests, the interests of those to whom we are important, and our authentic values .
You can watch the entire conversation here: