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<\/p>\nOn July 2, the Chamber of Economy of Montenegro organized a seminar titled \u201cBranding: The Foundation in the Race for Recognition.\u201d<\/p>\n
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.<\/p>\n
\u201cIn times of rapid changes and increasing market competition, a brand is no longer a privilege of the big players \u2013 it is the foundation for the survival and growth of every business. A brand is much more than a product or a logo \u2013 it is an emotional connection with the consumer, recognition, identity, and trust,\u201d emphasized Dr. Mladen Perazi\u0107, Director of the Education and Quality Sector at the Chamber of Economy of Montenegro, in his opening remarks.<\/p>\n
More on the topic was presented by Ms. Tatjana Ivanovi\u0107, 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.<\/p>\n
Through interactive lectures, practical examples, and analysis of specific brands, Ivanovi\u0107 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.<\/p>\n
\u201cA brand is not born \u2013 it is built. If you don\u2019t shape it yourself, someone else will do it for you, and on their terms,\u201d she emphasized.<\/p>\n
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.<\/p>\n
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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. Ivanovi\u0107 reminded that customers are no longer loyal to a name, but to the values that the brand authentically represents and consistently confirms every day.<\/p>\n
In this context, local examples of good practice were also highlighted.<\/p>\n
\u201cWhen we look at the broader regional context, we see that some Montenegrin companies have already made progress \u2013 through clear brand recognition and consistent communication of their values. On the other hand, many domestic products remain invisible \u2013 not due to lack of quality, but due to the absence of a story that reaches the customer,\u201d Ivanovi\u0107 emphasized.<\/p>\n
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.<\/p>\n
\u201cMontenegrin tourism increasingly sells not just accommodation \u2013 but a feeling, a landscape, a sense of belonging. That is the direction to follow,\u201d she said.<\/p>\n
In addition to analyzing global brands such as Apple, Dove, and AirBnB, she presented examples from the region, such as Planta\u017ee, Nik\u0161i\u0107ko pivo, and BioDar kutak. She especially highlighted the advantages of small brands \u2013 flexibility, authenticity, and direct communication with the community.<\/p>\n
In the Montenegrin context, as she noted, branding is still an underutilized tool.<\/p>\n
\u201cIn 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,\u201d Ivanovi\u0107 concluded.<\/p>\n","protected":false},"excerpt":{"rendered":"
On July 2, the Chamber of Economy of Montenegro organized a seminar titled \u201cBranding: The Foundation in the Race for Recognition.\u201d 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. \u201cIn times of rapid changes and increasing market competition, a brand is no longer a privilege of the big players \u2013 it is the foundation for the survival and growth of every business. A brand is […]<\/p>\n","protected":false},"author":2,"featured_media":15187,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[110],"tags":[],"class_list":["post-15521","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-education"],"acf":[],"yoast_head":"\n