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Faculty of Project and Innovation Management PMC, "Educons" University , Belgrade , Serbia
Faculty of Project and Innovation Management PMC, "Educons" University , Belgrade , Serbia
Academy of football Belgrade , Belgrade , Serbia
Faculty of Management, Adriatic University , Herceg Novi , Montenegro
Nowdays, when the world is changing really fast, it is necessary to be ready to react and adapt to all the changes, both within the organization and in the external environment. Proper managment of branding of an individual, organization, company all the way up to the level of one country is very important and it leads us to successfull response to unexpected situations, which thus gives a competitive adventage in the market. Serbia, know as „basketball nation“ and with awards coming year after year, has a huge potential related to the branding of basketball and it’s sport in general. We could say that that potential have been neglected, because how little attention has been paid to it and how much it hasn’t been used. Therefore, more attention must be paid to that segment and an initiative must be launched to improve the branding of Serbian basketball and sports in general.
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