Brand Identity of Montenegro through Verbal and Visual Elements of Its Logo

Abstract

Having on mind the great potential of Montenegro for tourism development especially regarding to diversity of tourist offer, competitiveness on global market and natural beauties, trends and perspectives on global tourist market as well as the fact that the government of Montenegro recognized and identified tourism as one on the key milestones of national economy, it is clear why all aspects of Montenegrin tourism represent attractive and actual issues for theoretical and empirical research. It is also well known that, despite great potential, Montenegro is not positioned as attractive, competitive, unique whole-year destination and that there are a lot of challenges that should be overcome in future in order to improve the quality of tourist offer and its position on global market. Having on mind the role of logo in brand image of tourist destination, the main point of interest is put on verbal and visual elements of logo "Montenegro Wild Beauty” and their perception on the market. The results of theoretical and empirical research should provide answers on two important issues regarding to posionining of Montenegro on global tourist market. These are: Does the slogan "Montenegro Wild Beauty" really point out the main
competitive advantages of Montenegro on global market as it should be and do its verbal and visual identity differentiate Montenegro from the competition and position it as an attractive, unique, recognizable destination on the global market?