The aim of this paper is to study the development of the identity of the City of Valjevo. The research has covered the historical development of the city as well as external influences on it. Among these are some of the larger cities located near Valjevo, such as Belgrade. The paper has emphasized what is immanent and characteristic of the city itself, as well as the manner in which Valjevo differs from other cities in its surroundings, recognizing some important historical aspects of its development, institutions and people. In the end, a forecast of further development (progress, reversal or stagnation) is made, including a review of the resources that the city and its surroundings possess.


Познати и успешни, градови су одувек у нашим мислима повезивани с одређеним квалитетом, обећањем, атрибутом. Свет је од предантичког времена имао своје метрополе, градове на чији би се помен будила интересовања, стварале представе код оних који у њима никада нису били. Тај једноставни атрибут, који нам ствара представу о граду, може да има велики утицај на одлуке људи, било да је реч о туристичкој посети одређеном граду или опредељењу за будуће место становања. Одлуке које доносимо у том тренутку делимично су рационалне, делимично емоционалне. На који начин на њих можемо да утичемо? Како, уопште, настају митови о градовима? Град овде посматрамо као одређену врсту производа чији идентитет желимо да креирамо, како бисмо га јасно издвојили од осталих „конкурената“, јер он данас функционише, пре свега, као субјект на слободном тржишту. У свету се спроводе читаве маркетиншке кампање и креирају имиџ стратегије градова, јер је одавно јасно да је то оно што ствара повољну заинтересованост за наш град.


A growing number of countries are beginning to understand the importance and the necessity for country branding and taking care of their global image and reputation. Having realized that a good name and a positive image affect not only the number of tourist arrivals but also the investments, products, award of various sports and cultural events etc, as of lately countries have started addressing these issues more seriously. Special agencies and institutes have been established which use the latest marketing methods and integrated marketing channels for promotion. Governments which strive to rebrand their countries, remodel the image or build a new positive identity of their nation must have a clear vision of what they want to achieve, where the country stands now, where they want it to stand, and must try to integrate all efforts, policies and communications towards the rest of the world. It is with considerable delay that Serbia has understood the real impact of lobbying and engaging lobbyist firms in preparing and passing decisions of significance to the international political scene, and partially due to the delay, it has suffered great economic and political damage over the last decade and a half of its history.


In this text the difference between two cultural matrixes is being examined: the culture of Polis and the culture of Megalopolis. Taking for example Dučić and his glorification of social life in big cities, dating from 1902, the roots of the culture of polis in Serbian culture are being shown. It stands against the dominant romantic matrix but not in a way that denies national identity deriving from that matrix, but in a way that recognizes a set of civil and modern values within the national culture and identity. As opposed to this, the culture of Megalopolis turns a citizen into a consumer, characterized by feeling of radical emptiness. By using brands, it turns him or her into a virtual citizen of Megalopolis who has negative sentiments towards its own cultural tradition because he/she experiences it as something that prevents his/her connection with the Megalopolis. Thus this cultural matrix acts as an instrument of separation of an individual and his or her cultural tradition, by which he or she is turned into a virtual resident of Megalopolis. Therefore it supports the turnover of a national state into suburbia which is entirely at the disposal of Megalopolis.