Original scientific paper
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.org/0000-0003-4418-3956
; University of Ljubljana, Faculty of Social Sciences, Department of marketing communications, Slovenia
Mihael Kline
; University of Ljubljana, Faculty of Social Sciences, Department of marketing communications, Slovenia
Abstract
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.
Keywords
rebranding, city; nation; co-branding; Skopje; Macedonia
Hrčak ID:
182248
URI
Publication date:
30.5.2017.
Visits: 2.816 *