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https://doi.org/10.5673/sip.55.1.2

Skopje: Rebranding the Capital City through Architecture and Monuments to Remake the Nation Brand

Sabina Cvitković orcid id orcid.org/0000-0003-4418-3956 ; Sveučilište u Ljubljani, Fakultet za društvene znanosti, Odjel za tržišno komuniciranje, Slovenija
Mihael Kline ; Sveučilište u Ljubljani, Fakultet za društvene znanosti, Odjel za tržišno komuniciranje, Slovenija


Puni tekst: engleski pdf 4.540 Kb

str. 33-53

preuzimanja: 1.244

citiraj


Sažetak

The paper examines the ideological underpinning and the level of persuasion
and authenticity of the architectural upheaval in Skopje, accentuating the annihilation
of the socialist period spent within Yugoslavia and the inclusion of a single
dominant ethnicity. The paper is the first to suggest the co-branding of the city and
nation brand, where attribute associations are transferred from the city brand to the
nation brand and back. The paper contributes to the academic codification of the
concept of rebranding.

Ključne riječi

rebranding, city, nation, co-branding, Skopje, Macedonia

Hrčak ID:

182248

URI

https://hrcak.srce.hr/182248

Podaci na drugim jezicima: hrvatski

Posjeta: 1.727 *