Presentation 16x9

1Branding in the Republic of Serbia25.08.16

2Background and ContextContents

Representative Brands and Public FiguresImplications x Present and Future

3Background and Context

4Serbias geographical positioning: lends itself to the responsibilities of a transit nation, limits its tourism revenue, and invites frequent ethnic and religious conflict across Balkan borders

The service, industrial, and agricultural sectors dominate Serbias economy

With rising death rates, countered by decreasing fertility rates, Prime Minister Aleksandar Vucic desperately seeks EU accession

Current economic and political positioning

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Relations with the U.S. are rocky, while the accession process calls for Kosovo recognition, and a distanced relationship with Russia

Through E.U. membership, Vucic hopes to: escape on-going economic crisis, modernize systems, increase foreign direct investments, and lower the staggering 25% unemployment rate

Leaving the 90s in the past

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6Representative Brands and Public Figures

7Gua Trumpet Festivals cacophonic aesthetic is an invitation to the rest of the world to rejoice in music by embracing Serbian history and customs

Duan Kovaevi founded Novi Sads EXIT Festival in 2000 as a means of communicating and making social change through music and culture

Today, the award-winning summer music festival gathers visitors from over 50 countries and acts as a household name across eastern EuropeA celebration of life through brass, heavy bass, and beer

As noted by ex-Prime Mnister Vojislav Kostunica, Gua represents in a best way what Serbia is today, what does its openness, belief in oneself, hospitality, party and music. [The] trumpet festival is a confirmation on our courage and joy both in good and bad times. It represents people's return to the roots, joy and meaning of life. It speaks about who we are, what we are, our urges. We express our joy and sadness with [the] trumpet, we are born with sounds of [the] trumpet, and also buried with sounds of [the] trumpet. Gua is [a] Serbian brand, it's a value that can represent Serbia in the world. Those that cant understand and love Gua, cant understand Serbia. If we are going to go in [the] EU without our melodies and colours, then we wouldnt know who we are.

Guca is a representation of the past, and how it continues to shape contemporary times. Despite our push towards modernization, music is one of the many ways in which the Serbian people are tied to their roots and united during difficult economic timesSymbolizes hospitality, with close to 600,000 visitors annually from neighboring countries (which shows that despite the Yugoslav Wars and on-going thread of ethnic racism and hatred, music brings them together)

EXIT: The main purpose behind organizing the festival, as described by Dusan Kovacevic, was to unite young people, encouraging them to communicate through music and culture, as music serves as a different language

Unite and motivate the young people to take part in the democratic processes going on at the time, overthrowing the Milosevic regime Student demonstration for peace and democracyin its first year, EXIT was a 100-day gathering of mostly Serbian students on the western bank of the Danube protesting against Serbian strongman Slobodan Milosevics ruleContinues to operate as a non-profit, encourages positive social discussion at the festival and philanthropic efforts, providing aid for Balkan youth through scholarship funds throughout the yearHailing over 60 countries around the world7

8Cheers drown the city of Belgrade as Djokovic returns to his home turf after earning yet another grand slam title

Serbian natives associate Djokovic with a sense of pride, brotherhood, unification, and successthey slowly step away from a tainted reputation gained during the Yugoslav wars and Serbo-Croat war

Team sports previously held greater value than individual sports

Novak Djokovic continues to change the face of contemporary Serbia

Footballs role in Yugoslav wars of 1990s, Serbo-Croat warFootball linked to Serbian nationalism Djokovic has broken the cycle that the Serbs are the perennial glorious losers. Ivanovic and Djokovic have become attractive icons for girls and boys Team sports more valued that individual sports

Serbia wasnt the only culprit in the Balkans war that raged across what used to be known as Yugoslavia in the 1990s, but it received most of the bad press and, as the new century dawned, its image lay in ruins

back home, Serbs found they had something to cheer, something to feel good about, never more so than when Djokovic led them to a Davis cup winning triumph in 2010.

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9Having sold millions of albums throughout her career, Karleua prides herself in being one of the most popular singers with the greatest number of social media followers in the Balkans

Known as the Gaga of Serbia, Jelena Karleua emerged as a shock pop icon in the mid-90s

Using her music as a medium of communication, Karleua actively supports the Serbian gay community, an underrepresented and often ostracized minority groupKeeping up with Karleua

Proud to be who you areIn Serbia, its very difficult ot be different; if youre different, youre osracized from the rest of society and mistreatedShe often feels this ways, as a celebrity and icon of shock pop who has been in the limelight for over 15 years and hopes to pave the way to a more democratized and accepting society in SerbiaShe has established herself as the serbian gay icon

After analyzing Krimi Rad:Studded stilettosGangsterChainsTwerkingOverly-sexualizedOne of the only women in the music video, breaking stereotypesFitnessBad-assFearlessEqual to her male counterpartsUnited in an act of violance ti I ja, krimi radUnapologeticConfidentAccepted, idolized by the younger generationSpreading western ideas

FUNNY bc she accused kim k and beyonce of copying her style (potentially include pic showing this)?

CARPE DIEM9

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Jelen Pivo is a mans best friendthat is, if your life is tirelessly consumed with fudbal, fudbal, and fudbal

DonCaf targets groups across generations and embraces an ever-present post-Ottoman influence

Chipsy paradoxically enforces traditional gender stereotypes while encouraging greater cross-gender interaction through themes like hospitality, nationalism, and carp diemUsing food and drink to mock stereotypes

Jelen PivoFocal point of the advertisement is on men, while women servePretty sarcastic uz pivo resavaju aktuale svetske problem while the men discuss how China is making a comeback with their fudbalMUSKARCI ZNAJU ZASTO???In one clip, a man sneaks out after saying good night to his girlfriend to meet with the boys, rooh-rah, aggressive, shows love for fubal, enjoyment with friends, carpe diem, slow-paced lifesytle, age group, non-discriminatoryWomen portrayed in sexual manner, men gawkBrand loyaltyREALLY TARGETED TOWARDS MEN, three different groups of MEN: the businessman, biker, and fisherman those who are different can unite through a brand across cultural groups and niches

DonCafeVersatile lookserved with sweets, savory foods, along a good read, at home, work, cafStarted marketing coffee called Brazil with Brazilian coffee beans in light of RioTargeting different consumers: young student couple, busy moms, the playboy/clubber, corporate girl, grandparents, waking up on the right foodRomance scenes, bringing people togetherWoman serves the entire house, multi-generational featuredMaking people positive, starting the day off on a good note, talks of marriage, celebration of life, sister lets brother borrow the car and encourges him to take his girlfriend outMirise na dobro. Mirise na DonCafe. Rooted back to fortune telling, turkish influence, ottoman empireFortune-telling technique passed on from times under Turkish rule, friends look at each others cups, think about the future, read along the sign, looking for patterens youve learned about as child growing up from your mom and grandparents

ChipsyGen-X, foosball, hangout, energy, friends, chill, bring out your passion, coupled with beerMore targeted towards men because of the affiliation with beer and sodaMESSI using fudbal to unify the regionMore recently targeting men in their 30s-40s, house parties, gatherings, gosti uvek dobrodosliBUT ALSO bringing two groups together, women are captivated originally by the Spanish soap opera and suddenly enter a mysterious zone, where men are drinking and watching fudbal, COULD IT BE? WOW, CRAZY. 2 worlds are actually collidingTrifecta fudbal, chipsy, pivo

Chipsy suze su HOT real men CAN cry, Chipsy brings this out of them, makes it okay for them to be emotional, but then again, they hide it from the women

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11Implications x Present and Future

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Carpe diemIf it aint broke, dont fix itTug-of-warConsumer-driven purchasing habits, stuck in the past, shifting political climatesSmall markets make for easy choices

Why Slavs love Adidas

Popular FMCGs are well-established in the market

Monopolistic branding strategy raises concern

Tarnished global reputationAmerican flags: stylish or shameful?

Case Study: VodaVoda

Viber, Vajber

13Production: Originating from the Vrujci Spa, located at the base of Mount Suvobor, VodaVoda offers consumers mineral water from one of the least polluted environments in Europe

Design: Simplicity and cleanliness is key to the success of VodaVodas design; the square PET bottle allows for more efficient production and delivery to consumers

Global Positioning: Having entered markets in western Europe and Asia, VodaVoda shows potential in competing with global mineral water producers

Case Study: VodaVoda

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Thank you