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master's thesis
BRENDIRANJE DRŽAVE
Diplomski rad
2021. urn:nbn:hr:145:250092
Sabljak, Marijana
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

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Sabljak, M. (2021). BRENDIRANJE DRŽAVE : Diplomski rad (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:250092

Sabljak, Marijana. "BRENDIRANJE DRŽAVE : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:145:250092

Sabljak, Marijana. "BRENDIRANJE DRŽAVE : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:145:250092

Sabljak, M. (2021). 'BRENDIRANJE DRŽAVE : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 01 January 2025, https://urn.nsk.hr/urn:nbn:hr:145:250092

Sabljak M. BRENDIRANJE DRŽAVE : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2021 [cited 2025 January 01] Available at: https://urn.nsk.hr/urn:nbn:hr:145:250092

M. Sabljak, "BRENDIRANJE DRŽAVE : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:145:250092

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Metadata
TitleBRENDIRANJE DRŽAVE : Diplomski rad
Title (english)COUNTRY BRANDING : Graduate paper
AuthorMarijana Sabljak
MentorMirna Leko Šimić (mentor)
Committee memberĐula Borozan (predsjednik povjerenstva)
Committee memberMirna Leko Šimić (član povjerenstva)
Committee memberMarija Ham (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Osijek
Defense date and country2021-09-20, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Ovim je radom razmatrana problematika brendiranja država s posebnim naglaskom na Republiku Hrvatsku. Sama je problematika razmatrana u okviru šest potpoglavlja rada u okviru kojih je fokus stavljen na teorijske odrednice problematike brendiranja države. Temeljem dostupnih informacija, provedena je analiza brendiranja Republike Hrvatske i to kroz vizualni identitet Hrvatske kao i njezino brendiranje kao turističke destinacije i sportske nacije. Analizirajući dostupnu literaturu, moguće je konstatirati da je Republika Hrvatska primjenjujući strategiju brendiranja, uspjela u svom nastojanju odmicanja od negativnih događanja vezanih za ratna i političko i društveno uređenje čijim dijelom je bila prije njezinog osamostaljenja. No, kako bi se što uspješnije pozicionirala na globalnoj karti, strategija brendiranja mora biti duboko ukorijenjenja u sve aktivnosti same zemlje. Prvenstveno, potrebno je izraditi dokument koji će detaljno obrađivati strategiju brendiranja zemlje, a koji će biti svojevrsna smjernica svima koji svojim aktivnostima moraju pridonose brendiranju zemlje.
Abstract (english)
This paper discusses the issue of branding countries with special emphasis on the Republic of Croatia. The issue itself is discussed within six subchapters of the paper, within which the focus is placed on the theoretical determinants of the issue of state branding. Based on the available information, an analysis of the branding of the Republic of Croatia was conducted through the visual identity of Croatia as well as its branding as a tourist destination and sports nation. Analyzing the available literature, it is possible to state that the Republic of Croatia, applying the branding strategy, succeeded in its efforts to move away from the negative events related to war and political and social organization of which it was a part before its independence. But in order to position itself as successfully as possible on the global map, the branding strategy must be deeply rooted in all activities of the country itself. First of all, it is necessary to draft a document that will elaborate on the country's branding strategy, and which will be a kind of guideline for all those who must contribute to the country's branding with their activities.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:250092
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2022-04-27 11:18:01