General director of the Directorate for development of a national brand and consumer’s protection Jovo Rabrenovic said that the law about national brand will set legal foundations for further process of development of national brand.
„The law will produce certain legal norms among which the most important will be one addressing the criteria for assigning the mark of a national brand, said Rabrenovic for Glasnik of Privredna Komora (PKCG), and it was reported by Mina business.
„We’re talking about a mark as a sign of prestige, an added value that the mark gives to a product, a service, an event, a touristic offer or similar”, said Rabrenovic.
He added that a Strategy for development of national brand is being prepared for the period from next year to year of 2020, and the team working on it is comprised of proven experts from this area not only from Montenegro, but also from the region.
„Since this is a very important strategic document for Montenegro, especially as a candidate country for joining EU, whose image is affecting the EU, process of developing it needs to be thourough and certain researches need to be done, so it’s final phase and adoption is expected next year”, said Rabrenovic.
According to his words, first step in the development of a national brand is made by forming a Directorate for development of national brand and consumer’s protection in Ministry of economy.
„Montenegro as a national brand means that its values as a country are recognized and available to everyone, that it is attractive to foreign tourists, investors, talented experts from different areas, that Montenegrin products are wanted on foreign markets because of their quality, uniqueness, that Montenegrin companies are recognized as companies that provide high level of quality, that are socially responsible, that Montenegro is, for example, a synonym for the country where citizens live in harmony with nature”, explained Rabrenovic.
„Developing the country as a brand is not something that can be done overnight, it is a long-term, demanding and very complex process, and especially in case of Montenegro which is still very often recognized as a part of the union with Serbia, or it isn’t recognized at all”, said Rabrenovic.
As he said, national brand is being developed gradually and this process never ends, because even when you build a recognizable national brand and create a positive and sustainable image it has to be maintained and taken care of.
