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STRATEGIC BRAND MANAGEMENT OF THE MONTENEGRIN TOURISM

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In the current business environment, demand for specific value will continuously increase and become an imperative for consumers worldwide. One of the methods for adding specific value to the productserviceorganization is brand-making. Economic and social development significantly change due to the structure of activities i.e. the structure of activities alters formative strength of specific industries. The enhancement of services industry represents a phenomenon characterizing the current business environment. Strict application of marketing principles is expected in the global tourism development and its prospects in the forthcoming period. This is also expected in tourism as increasingly influential economic sector, especially when it comes to its most powerful tool brand. Specifically the Montenegrin tourist product, services and destinations, traditional and synthetic, impose brand-making as the necessity. Brand-building process for tourist destination Montenegro has to be done in line with strategic brand management stages, rules imposed by tourism market segmentation by target groups and mixture of significant elements that make the Montenegrin brand. Tourism development has the priority over all other Montenegrin economy industries.
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Keywords: brand management; origin country; the Montenegrin tourist destination image

Document Type: Research Article

Publication date: 2012-01-01

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  • The International Journal of Management Cases (IJMC) developed in 2002 from its predecessor The Journal of Management Cases, and present case studies across a broad range of management disciplines. The IJMC is the official journal of the CIRCLE Research Centre. CIRCLE (Centre for International Research Consumers, Locations and their Environments) is a virtual research group spreading over 70 universities.
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