This article focus in identifying the major challenges and disadvantages of the devolopping countries, resulting in taking more money, more time and more difficult tasks in building national brands (in comparation to the developed countries). The challenges are examined systematically relying on the principal factors of the external environments: competitions and consumer markets in the global economy. The disadvantages are related to the problems of the national leaders and structures, financial and human resources, infrastructures, information system, existant negative images and quality of products and services. And the last disadvantages of these countries are based on residents, nature and legislation.