The aim of this study was to establish potentials for the improvement of sales and awareness of Sjenica cheese in both domestic and international markets. Building on a review of the scarce promotional activities that have been conducted in this domain up to now, this paper analyzes examples of the development of the cheese's brands in the region and developed European markets. Comparative analysis reveals that other marketing mix instruments (production process, availability at the points of sale and price policy) significantly determine possibilities for an increase in sales. More effective marketing communications have to be used to create brand awareness of Sjenica cheese and to position it as a premium product. Online communications, interesting narratives, more flexible and aesthetic packaging, as well as better organized promotion on foreign markets are recognized as the most important aspects in the process of adjusting Sjenica cheese to market requirements.