The states make different attempts to attract more tourists, foreign investors, develop the international partnerships, stimulate export, make better position for their products and services, but also to position and impose itself more efficiently, meaningful and innovative, by the personally recognizable brands, to the international environment. Aiming at this, it is not only necessary to devote oneself to branding of a country, but to do it in a way that significantly differs from others, which initially favours the positive branding of the country. The subject of this paper is to analyse the significance of state branding and measuring the state position as a brand, as in the case of Serbia. For Serbia as a brand, there are characteristic numerous efforts on its positioning, but also numerous obstacles that are on that way.