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master's thesis
GRAD ZAGREB KAO BREND
2017. urn:nbn:hr:180:017702
Horvatinčić, Krešimir
Zagreb School of Business

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Horvatinčić, K. (2017). GRAD ZAGREB KAO BREND (Master's thesis). Zagreb: Zagreb School of Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:180:017702

Horvatinčić, Krešimir. "GRAD ZAGREB KAO BREND." Master's thesis, Zagreb School of Business, 2017. https://urn.nsk.hr/urn:nbn:hr:180:017702

Horvatinčić, Krešimir. "GRAD ZAGREB KAO BREND." Master's thesis, Zagreb School of Business, 2017. https://urn.nsk.hr/urn:nbn:hr:180:017702

Horvatinčić, K. (2017). 'GRAD ZAGREB KAO BREND', Master's thesis, Zagreb School of Business, accessed 24 April 2025, https://urn.nsk.hr/urn:nbn:hr:180:017702

Horvatinčić K. GRAD ZAGREB KAO BREND [Master's thesis]. Zagreb: Zagreb School of Business; 2017 [cited 2025 April 24] Available at: https://urn.nsk.hr/urn:nbn:hr:180:017702

K. Horvatinčić, "GRAD ZAGREB KAO BREND", Master's thesis, Zagreb School of Business, Zagreb, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:180:017702

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Metadata
TitleGRAD ZAGREB KAO BREND
Title (english)City of Zagreb as a brand
AuthorKrešimir Horvatinčić
MentorSanja Rocco (mentor)
Committee memberŽeljka Zavišić (predsjednik povjerenstva)
Committee memberDorotea Milas (član povjerenstva)
GranterZagreb School of Business
Zagreb
Defense date and country2017-12-13, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Brendiranje kao proces igra značajnu ulogu u postizanju konkurentnosti na tržištu, a za destinaciju, bilo da je riječ o državi, regiji ili gradu. To u globalnoj utrci konkurentnosti može biti od krucijalne važnosti. Tema grada kao brenda na slučaju Zagreba obrađena je definiranjem osnovnih pojmova kao što su brend, identitet i imidž, no ovdje ih analiziramo u kontekstu grada. Kako mjesto predstaviti kao proizvod na tržištu i zašto je to danas više nego ikad potrebno - ovi odgovori traže se kroz analizu poznatih svjetskih primjera. Istraživanje o percepciji grada Zagreba kao brenda provedeno je razgovorom s predstavnicima ključnih skupina – stručnjacima iz područja dizajna, upravljanja gradom te turističke zajednice i investicija. Analizom rezultata kvalitativnog istraživanja identificirani su potencijali i moguće smjernice razvoja Zagreba kao brenda u budućnosti.
Abstract (english)
Branding as a process plays an important role in gaining market competitiveness, and for a destination, country, region or a city regardless, in a global race for competitiveness it can be of crucial importance. Subject of city as a brand in Zagreb case study is covered by defining basic terminology such as brand, identity and image, but here we analyse them in the context of the city. How to introduce a place as a product on the market and why is it necessary today more than ever – we look for these answers by analysing well known examples in the world. Research on perception of Zagreb as a brand we executed through interviews with leading experts in fields such as design, city management, tourist board and investments. Analysing the research results, potentials and possible development guidelines of city of Zagreb as a future brand have been identified.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:180:017702
Study programmeTitle: Marketing and communication management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: Stručni/a specijalist/ica marketinga i komunikacija (Stručni/a specijalist/ica marketinga i komunikacija)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2017-12-13 14:11:03