Mr Jovo Rabrenović, Director of Directorate for National Brand Development and Consumer Protection and a PhD candidate at the Faculty of Economics and Business, held a lecture on the topic of national branding.

Mr Rabrenović talked about the structure of national brands, examples of good practice, the benefits of successful national branding and its challenges.

He devoted special attention to the analysis of the national brand index and highlighted a good example of the national branding strategy of the Republic of Slovenia.

In the end, he presented the results of the research on the people’s perceptions of the national brand of Montenegro.