Purpose – The purpose of this paper is to identify, compare and contrast different perspectives of Serbian residents and diaspora regarding Serbia brand identity.Design/methodology/approach – Attitudinal statements for research design of study were collected within a period of 12 months from national media (TV and newspapers) and ten focus groups. Multiple surveying techniques consisting of on‐the‐filed and on‐line surveys were applied. In total, 900 responses were collected and results were analyzed using principal component, also 740 examinees with Serbian citizenship and permanent residence in Serbia participated in the survey and 160 examinees from diaspora.Findings – Findings demonstrated that certain differences and similarities exist in the Serbia brand image perceptions between Serbian residents and diaspora. The first difference is reflected in the number of brand identity elements identified by each of the two examined groups. Diaspora identified four brand identity elements which are marked as ...