Preliminary communication
https://doi.org/10.46917/st.15.1.3
Analysis of the Perception of the Republic of Croatia as a Brand: Recommendations for Developing a Nation Branding Strategy
Jadranka Ivanković
; Sveučilište VERN, Zagreb, Hrvatska
Marin Mitrović
Diana Plantić Tadić
; Sveučilište VERN, Zagreb, Hrvatska
Abstract
The aim of the paper was to investigate the national identity and
image of the Republic of Croatia to identify opportunities and give
recommendations for creating a branding strategy for Croatia. A
comparative analysis of the perception of Croatia as a brand is presented
based on a survey conducted on a sample of 100 respondents from
Croatia and 100 foreign respondents from 30 countries. As expected,
Croatian respondents have more strongly expressed positive attitudes,
although foreign respondents also showed certain positive associations
about Croatia. The respondents perceive Croatia as a pleasant and
safe place with a specific way of life, which is a good starting point for
branding Croatia. Comparison with brands of high-end and premium
products shows the potential for further development of Croatia as a
brand. The paper contains some suggestions for branding Croatia, as
well as limitations and recommendations for future research.
Keywords
brand strategy, country brand, nation brand dimensions, nation branding, the Republic of Croatia
Hrčak ID:
324784
URI
Publication date:
21.12.2024.
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