Branding Podgorica-Montenegro

The paper aims to present the possibility to develop a city brand for Podgorica, the capital of Montenegro. The preliminary research was developed around three main areas relevant to improving the identity and image of the capital city and the state as a whole. The analysis started with a SWOT analysis of the advantages, disadvantages, opportunities and threats of the branding process of the Capital City. The main objectives of the research are directly related to the models of economic growth and this is very important for the tourism of Montenegro. The paper presents the main attractions, as well as products that Montenegro has at its disposal, as well as the impressions of tourists and their demands for improving the tourism of Montenegro. The research covers the following topics: Tourist branding of the Capital City; Branding of National Parks in the service of improving the brand of the capital city and the state as a whole, with special emphasis on NP Skadar Lake; Wine branding, as the most valuable agricultural brand of the capital city and the state. The topicality of the chosen theme as well as the motivation for the choice of the same topic is the capacities and natural beauties that Montenegro has and its possibilities for further advancement in these areas. Certainly, one of the most important things for the progress of Montenegro are a fundamental knowledge of each individual that allows us gaining new knowledge in the field of science, on the other hand. We have applied research that is focused on innovation, meeting the specific needs and developmental studies have focused on the use of knowledge in the creation of machines, processes, production systems and the like, which can have a significant impact on the further development of Montenegro.