In order to implement the National Strategy for Brand Development 2022-2026 and its Action Plan for the year 2023, it is necessary to determine the key target markets abroad towards which the values of the national brand will be communicated for the period 2024-2026, that is, to carry out activities aimed at improving the positioning of Montenegro and promoting the country's image.
The effects of successful branding of a country are reflected in its recognition and differentiation from the "rest of the world". A country that knows how to successfully promote itself achieves numerous benefits. A strong national brand and the existence of a clear and positive image that emphasizes the specifics of a country in terms of tourist attractions, natural beauty, rich culture and history, as well as the hospitality and character of the hosts has a positive effect on attracting tourists, which contributes to the growth of this sector, as well as the economy and society as a whole. Also, national branding plays an extremely important role in attracting foreign investments. The stronger the country's national brand is, the greater the opportunities for attracting foreign direct investment are, which is of extreme importance especially for economically less developed countries. And finally, a strong national brand, by influencing the attitudes of foreign consumers, contributes to the positioning of domestic products on the global market and the growth of exports.
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UNDP OFFICE in MONTENEGRO