360° Brand

Branding Not Blending in a Multicultural Environment. Not Just a Change of Logo but a Change of Philosophy

Elena Gligorovska
MOBIMAK, Macedonia


Macedonia is one of the former Yugoslav republics with 2.1 million inhabitants, having Serbia with Kosovo, Bulgaria, Albania and Greece as neighbors. Since the beginning of the 1990s Macedonian companies have gone through many “transitions” such as privatization from state-owned to private ownership; breaking down large, mostly monopolistic, companies into small independent companies; employee layoffs; finding new markets as the large 20 million Yugoslav market no longer existed; learning how to become competitive in the domestic market, how to market a product, how to develop a brand and values, and many, many other things. (see Figure 1)