THE PRIORITY DIRECTIONS OF NATIONAL ECONOMY DEVELOPMENT
FINANCIAL IMPLICATIONS OF VALUE IMAGE OF COUNTRY OF ORIGIN ON THE DEVELOPMENT OF THE NATIONAL ECONOMY
Predrag Mlinarević, Zvjezdana Gavrilović, Borka Popović
Abstract: The study of the mutual influence of the image of the country of origin and brand or image of the company has so far in terms of research ended with the establishment of the existence of that connection primarily from the perspective of marketing. The effects of overflow have been also exhausted at the level of strengthening the brand products and consumer's perception about it. An analysis of the necessary policies aimed at strengthening the national brand that would make the basis for the effects on the wider economic base stayed behind. The subject of this paper is exactly to find an answer which are channels of influence of a positive image of the country in the economic structure that can activate a positive feedback between the national, corporate and even sectoral image. Using the positive experiences of transitional countries will show that the process of making a national brand of endogenous character that is not only dependent on isolated activities of individual companies.
Keywords: brand, country of origin, goodwill, competitiveness, economic development.
Published: p. 87-96
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