During recent years, many countries in the world, especially countries in transition
and developing countries, invest considerable effort and substantial resources in
building and upgrading of its national brand, with the intention to promote it to the
international (and domestic) public, seeking to change or improve their own image
and reputation. The main purpose of this chapter is to identify the possibilities for
positioning and re-positioning of national brand of Serbia. The chapter aims to: a)
determine the current position of Serbia in the global public; b) identify social fields
which can be an important element of Serbia's national brand identity; c) identify key
markets for the brand positioning of Serbia.