Preliminary communication

How to build a local brand through

Siniša Hajdaš Dončić ; Sabor RH, Zagreb, Hrvatska
Nikola Đurek ; Umjetnička akademija, Split, Hrvatska

Abstract

In this paper, it will be shown how to build a local brand through the model of local sustainability. Territorial assets as a local activity and informal rules for a joint work of a community are taken as starting points in brand creation. The operational hypothesis is to present the
building of a local community brand through the created model which consists of four components of local community sustainability: spatial – ecological sustainability, economic - social sustainability, humanistic – cultural sustainability and political – institutionalized sustainability (in
the text: SEESHCPI model). The SEESHCPI model is also used in building and creation of the brand of the municipality of Sveti Križ Začretje. Even though the brand has to be the starting point for a sustainable tourist development of the place this is not its main purpose.

Keywords

local brand; identity; territorial capital; sustainability; tourism

Hrčak ID:

189487

URI

https://hrcak.srce.hr/189487

Publication date:

16.10.2017.

Article data in other languages: croatian

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