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Nation Branding in A Transnational Marketing Context: Serbia’s Brand Positioning Through Food and Wine

Author

Listed:
  • Evinc Dogan

    (Faculty of Economics, University of Belgrade, Serbia and Okan University, Istanbul, Turkey.)

  • Goran Petkovic

    (Faculty of Economics, University of Belgrade,Serbia)

Abstract

Food and gastronomic values of a country are distinguished assets in marketing places. The aim of this article is exploring the ways in which Serbia rebrands itself through promoting the local food and culture and positions the nation brand in a transnational marketing context. The key concepts for this research originate from the literature in place marketing and branding. The gastronomic offer is an instrument shaping people’s perceptions about Serbia that is represented and communicated through values, narratives and manifestations. Accordingly, semiotics is adopted for analysing the data, which builds on three levels: axiological, narrative and discursive. Content analysis is used as a supportive method to infer meanings from codes and to determine emerging themes overarching the units of meaning. The tourism marketing strategy of The National Tourism Organization of Serbia (TOS) is closely examined through the touristic promotion materials (i.e. catalogues, posters, Soul Food video). In sum, the analysis results reveal how the country branding strategy of Serbia is handled in terms of the impact on the perceptions with a focus on food as a tourist attraction. The research is valuable for place-marketers, strategists, governments, and scholars from different fields of academia.

Suggested Citation

  • Evinc Dogan & Goran Petkovic, 2016. "Nation Branding in A Transnational Marketing Context: Serbia’s Brand Positioning Through Food and Wine," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 4(2), pages 84-99, October.
    • Handle: RePEc:mig:tmjrnl:v:4:y:2016:i:2:p:84-99
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    References listed on IDEAS

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    1. Ibrahim Sirkeci, 2013. "Transnational Marketing and Transnational Consumers," SpringerBriefs in Business, Springer, edition 127, number 978-3-642-36775-5, October.
    2. Anholt, Simon, 2005. "Anholt Nation Brands Index: How Does the World See America?," Journal of Advertising Research, Cambridge University Press, vol. 45(3), pages 296-304, September.
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    Cited by:

    1. Evinc Dogan, 2018. "The Dilemma of Place Branding: Transitory mega-events vs. sustainable image-building," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 6(2), pages 101-119, October.
    2. Megbel Aleidan, 2021. "When Geography Matters: The potential role of Saudi Arabia’s Geographical Branding in Promoting FDI," International Journal of Business and Management, Canadian Center of Science and Education, vol. 14(1), pages 1-64, July.

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