Dr. Dušan Popović
Dr. Dušan Popović is a Professor of Intellectual Property Law, Competition Law and Internet Law at the University of Belgrade Faculty of Law. He drafted the Serbian rules for domain name dispute resolution and serves as President of the Serbian Domain Names Dispute Resolution Commission. Since 2015, he organizes „Internet Dialogue“, the annual conference on legal aspects of digital technologies, supported by the University of Belgrade and RNIDS. He recently established the Association for Law and Technology, to enable dialogue between lawyers, engineers and other stakeholders involved in the intersection between law and technology.
Smart Business, Smarter Domains: The Next Wave of Digital Brands Domains are no longer just technical necessities. They have become strategic brand assets that shape trust, visibility, and identity long before a user reaches a product or service. At the conference “Smart Business, Smarter Domains: The Next Wave of Digital Brands”, experts from branding, law, digital strategy, and technology come together to explore why domains, especially local domains, matter more than ever. The discussion also touches on how the rise of AI driven search, automation, and digital decision making is changing the way domains are discovered, evaluated, and trusted. Through a structured panel discussion, we will challenge the traditional view of domains and examine their expanding role in brand positioning, market credibility, legal protection, and digital sovereignty. Key topics include: The Big Picture How domains evolved from technical details into strategic decisions, and how they function today as part of brand identity alongside name, logo, and tone of voice. Local Domains and Brand Trust How local domains, with .rs as a key example, influence perception, trust, and positioning.