STUDENTS’ PERCEPTION OF THE ROLE OF CULTURE AND CULTURAL HERITAGE IN FORMING OF THE NATIONAL BRAND

Text topic: (Lack Of) Culture

Text author: Љиљана Манић, Наташа С. Бајић и Марија Алексић

This paper deals with the national brand as combined thoughts, feelings and images that certain groups can have about their own country or a foreign one. This paper also analyzes how this image is being constructed, as well as many economic and political consequences of a positive national brand that a country can have. Special attention is given on how students, future leaders, see the role of culture and cultural heritage in improving the image of Serbia in the world.