Branding: The Foundation in the Race for Recognition
On July 2, the Chamber of Economy of Montenegro organized a seminar titled “Branding: The Foundation in the Race for Recognition.”
The goal was to provide participants, through practical tools and inspiring examples, with a clear understanding of a brand as more than just a product or service, enabling them to define brand identity, develop positioning strategies, and build an emotional connection with customers.
“In times of rapid changes and increasing market competition, a brand is no longer a privilege of the big players – it is the foundation for the survival and growth of every business. A brand is much more than a product or a logo – it is an emotional connection with the consumer, recognition, identity, and trust,” emphasized Dr. Mladen Perazić, Director of the Education and Quality Sector at the Chamber of Economy of Montenegro, in his opening remarks.
More on the topic was presented by Ms. Tatjana Ivanović, an expert with over 25 years of experience in marketing, media, retail, and brand development. Her name stands behind successful projects such as Caffe Nero, BioDar, Club Plus, and SenSum. As the creator of the Club Plus loyalty program, she developed tools to strengthen customer relationships and ensure long-term brand recognition. Today, she leads the natural cosmetics line SenSum, and through her company GeoSense, combines marketing with modern digital mapping technologies.
Through interactive lectures, practical examples, and analysis of specific brands, Ivanović introduced participants to the key principles of modern branding. According to her, a brand is not just a logo, name, or color, but a promise you make to the market, the experience you provide, and the emotion you evoke in consumers.
“A brand is not born – it is built. If you don’t shape it yourself, someone else will do it for you, and on their terms,” she emphasized.
She placed special emphasis on the difference between image and identity, as well as the importance of aligning what the company truly is with how the market perceives it.
Participants of the seminar had the opportunity to define their brand identity, recognize the values they want to communicate, and design a positioning strategy in relation to competitors and target audiences. Ivanović reminded that customers are no longer loyal to a name, but to the values that the brand authentically represents and consistently confirms every day.
In this context, local examples of good practice were also highlighted.
“When we look at the broader regional context, we see that some Montenegrin companies have already made progress – through clear brand recognition and consistent communication of their values. On the other hand, many domestic products remain invisible – not due to lack of quality, but due to the absence of a story that reaches the customer,” Ivanović emphasized.
As positive examples, telecommunications companies, retail chains, and brands from the tourism sector were highlighted, which actively use the power of storytelling, digital presence, and local authenticity.
“Montenegrin tourism increasingly sells not just accommodation – but a feeling, a landscape, a sense of belonging. That is the direction to follow,” she said.
In addition to analyzing global brands such as Apple, Dove, and AirBnB, she presented examples from the region, such as Plantaže, Nikšićko pivo, and BioDar kutak. She especially highlighted the advantages of small brands – flexibility, authenticity, and direct communication with the community.
In the Montenegrin context, as she noted, branding is still an underutilized tool.
“In our market, there is still a chronic lack of clear, recognizable brands. Many think of a brand as a cost rather than an investment in trust and long-term recognition,” Ivanović concluded.
