Original scientific paper
The Role of Films in Branding States, Regions and Cities
Božo Skoko
Tihoni Brčić
Abstract
The paper deals with the importance of branding in contemporary international relations. Namely, in an extremely competitive market, countries, regions and cities compete with each other in order to attract international attention, tourists, investors, buyers for their products or even to reduce the number of enemies. In doing so, they try to manage their own identity and image, that is, to brand themselves, using marketing, public relations, public diplomacy and other means of communication. Within this context, the paper analyzes the value of films in strengthening and changing the image of countries, regions and cities. The authors state the examples of numerous countries that have used films to gain popularity, that is, strengthen or even change widespread perceptions. Furthermore, they also analyze the phenomenon of external branding, that is, cases when films affect the image of a country or nation, regardless of their will. Special attention is dedicated to the role of themes and film genres in the promotion of countries, regions and cities.
Keywords
film; promotion; country; destination; branding; tourism; advertising
Hrčak ID:
103285
URI
Publication date:
15.4.2013.
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