Professional paper
RESEARCH OF TRENDS IN BUILDING REGION BRANDS IN CROATIA
Marko Paliaga
orcid.org/0000-0002-4329-1982
; Sveučilište Juraj Dobrile Pula
Ernes Oliva
Abstract
Branding has become one of the powerful tools in strategic site marketing. There are a number of papers suggesting that a brand can be established for places, cities, regions and countries in the same way as for products and services. There are numerous similarities between the concept of building a product brand and a place, and the concept of the total product is related to the concept of building a place brand that is offered to the customer. As is the case with products, building a brand of places, cities, regions and countries allows for a clear definition and differentiation from others and market positioning. The process of building a brand of a region is a broad set of different variables used in defining the identity of a brand, which is consistent with the identity of the region, and serves as a basis for creating brand value. Building a brand of the region is a comprehensive way to valorize the identity, to highlight the special features of the region, to promote the region, but also to support the development of social, cultural, environmental, tourist and economic aspects of a region. This paper presents the conceptual and theoretical foundations of building a brand of a place or region, and sought to explore trends in the process of building a brand of counties and regions in Croatia.
Keywords
brand; branding; county; region; region brand
Hrčak ID:
254868
URI
Publication date:
30.3.2021.
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