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This paper examines the effects of plant products export in branding of the country. Branding of the country begins by defining the strategy of promoting products, especially export brands, since the development of high quality local brands and their presence on the foreign market improves the image of the country. According to the Anholt Nation Brands Index, which shows maps of the individuals responses to their perception along different dimensions in one index number, one dimension of the Anholt`s hexagon is and export regarding customer`s perceptions and stereotypes about the products from that country. An econometric model was used in order to determine the export of plant products from 40 countries (the data presented in the table for the UN). The observed period was from 2006 to 2015, including 2006 and 2015. The test article consisted 500 plant products divided into 100 sub-categories, marked with 4-digit and 10 categories marked with two figures. The data presented in the table are: the share of exports of plant products in total exports, RCA, domestic credit to private sector (% of GDP), employment in agriculture (% of total employment), fertilizer consumption (kilograms per hectare of arable land), foreign direct investment, net inflows (% of GDP), GDP growth (annual %), GDP per capita growth (annual %), general government fil consumption expenditure (% of GDP), gross capital formation (% of GDP), rural population (% of total population), time to export (days), trade (% of GDP). The result of this analysis, with the use of mentioned econometric model implies that if we increase the percentage of the population in rural areas to 1%, the export (plant products) of the country in total export will be reduced by 0.027%. Given that increased use of fertilizers per hectare of cultivated land by 1% share of the country's exports will increase by 0.009%. The export, regarding plant product, is adequate component for branding of country. But, for nation’s recognition and for better positioning in the minds of consumers, attention should not be paid to increase the number of inhabitants in rural areas, but the improvement of technology, knowledge and application of research which will result with the growth plant product’s export in total exports.

Impact of export plant products in branding of the country