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Branding in the Republic of Serbia
- 2. 1 Branding in the Republic of Serbia 25.08.16
- 3. 2 Background and Context Contents Representative Brands and Public Figures Implications x Present and Future
- 5. 4 Serbia’s 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 Serbia’s economy With rising death rates, countered by decreasing fertility rates, Prime Minister Aleksandar Vucic desperately seeks EU accession Current economic and political positioning
- 6. 5 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
- 7. 6 Representative Brands and Public Figures
- 8. 7 Guča Trumpet Festival’s cacophonic aesthetic is an invitation to the rest of the world to rejoice in music by embracing Serbian history and customs Dušan Kovačević founded Novi Sad’s 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 Europe A celebration of life through brass, heavy bass, and beer
- 9. 8 Cheers 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 success— they 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
- 10. 9 Having sold millions of albums throughout her career, Karleuša 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 Karleuša emerged as a shock pop icon in the mid-90s Using her music as a medium of communication, Karleuša actively supports the Serbian gay community, an underrepresented and often ostracized minority group Keeping up with Karleuša
- 11. 10 Jelen Pivo is a man’s best friend…that is, if your life is tirelessly consumed with fudbal, fudbal, and fudbal DonCafé 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 carpé diem Using food and drink to mock stereotypes
- 12. 11 Implications x Present and Future
- 13. 12 Carpe diem If it ain’t broke, don’t fix it Tug-of-war Consumer-driven purchasing habits, stuck in the past, shifting political climates Small markets make for easy choices Why Slavs love Adidas Popular FMCGs are well- established in the market Monopolistic branding strategy raises concern Tarnished global reputation American flags: stylish or shameful? Case Study: VodaVoda Viber, Vajber
- 14. 13 Production: 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 VodaVoda’s 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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- 16. Thank you
Editor's Notes
- As noted by ex-Prime Mnister Vojislav Kostunica, “Guča 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. Guča is [a] Serbian brand, it's a value that can represent Serbia in the world. Those that can’t understand and love Guča, can’t understand Serbia. If we are going to go in [the] EU without our melodies and colours, then we wouldn’t 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 times Symbolizes 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 democracy “in it’s first year, EXIT was a 100-day gathering of mostly Serbian students on the western bank of the Danube protesting against Serbian strongman Slobodan Milosevic’s rule Continues 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 year Hailing over 60 countries around the world
- Football’s role in Yugoslav wars of 1990s, Serbo-Croat war Football 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 wasn’t 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.”
- Proud to be who you are In Serbia, it’s very difficult ot be different; if you’re different, you’re osracized from the rest of society and mistreated She 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 Serbia She has established herself as the serbian gay icon After analyzing Krimi Rad: Studded stilettos Gangster Chains Twerking Overly-sexualized One of the only women in the music video, breaking stereotypes Fitness Bad-ass Fearless Equal to her male counterparts United in an act of violance “ti I ja, krimi rad” Unapologetic Confident Accepted, idolized by the younger generation Spreading western ideas FUNNY bc she accused kim k and beyonce of copying her style (potentially include pic showing this)? CARPE DIEM
- Jelen Pivo Focal point of the advertisement is on men, while women serve Pretty sarcastic “uz pivo resavaju aktuale svetske problem” while the men discuss how China is making a comeback with their fudbal MUSKARCI 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-discriminatory Women portrayed in sexual manner, men gawk Brand loyalty—REALLY 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 DonCafe Versatile look—served with sweets, savory foods, along a good read, at home, work, café Started marketing coffee called “Brazil” with Brazilian coffee beans in light of Rio Targeting different consumers: young student couple, busy moms, the playboy/clubber, corporate girl, grandparents, waking up on the right food Romance scenes, bringing people together Woman serves the entire house, multi-generational featured Making 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 out “Mirise na dobro. Mirise na DonCafe.” Rooted back to fortune telling, turkish influence, ottoman empire Fortune-telling technique passed on from times under Turkish rule, friends look at each other’s cups, think about the future, read along the sign, looking for patterens you’ve learned about as child growing up from your mom and grandparents Chipsy Gen-X, foosball, hangout, energy, friends, chill, bring out your passion, coupled with beer More targeted towards men because of the affiliation with beer and soda MESSI – using fudbal to unify the region More recently targeting men in their 30s-40s, house parties, gatherings, “gosti uvek dobrodosli” BUT 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 colliding Trifecta –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