GRAD ZAGREB KAO BREND

Horvatinčić, Krešimir

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master's thesis

GRAD ZAGREB KAO BREND

Zagreb: Zagreb School of Business, 2017. urn:nbn:hr:180:663816

Horvatinčić, Krešimir

Zagreb School of Business

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APA 6th Edition

Horvatinčić, K. (2017). GRAD ZAGREB KAO BREND (Master's thesis). Zagreb: Zagreb School of Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:180:663816

MLA 8th Edition

Horvatinčić, Krešimir. "GRAD ZAGREB KAO BREND." Master's thesis, Zagreb School of Business, 2017. https://urn.nsk.hr/urn:nbn:hr:180:663816

Chicago 17th Edition

Horvatinčić, Krešimir. "GRAD ZAGREB KAO BREND." Master's thesis, Zagreb School of Business, 2017. https://urn.nsk.hr/urn:nbn:hr:180:663816

Harvard

Horvatinčić, K. (2017). 'GRAD ZAGREB KAO BREND', Master's thesis, Zagreb School of Business, accessed 30 December 2024, https://urn.nsk.hr/urn:nbn:hr:180:663816

Vancouver

Horvatinčić K. GRAD ZAGREB KAO BREND [Master's thesis]. Zagreb: Zagreb School of Business; 2017 [cited 2024 December 30] Available at: https://urn.nsk.hr/urn:nbn:hr:180:663816

IEEE

K. Horvatinčić, "GRAD ZAGREB KAO BREND", Master's thesis, Zagreb School of Business, Zagreb, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:180:663816

Cite this item: https://urn.nsk.hr/urn:nbn:hr:180:663816

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Metadata

Title	GRAD ZAGREB KAO BREND
Title (english)	City of Zagreb as a brand
Author	Krešimir Horvatinčić
Mentor	Sanja Rocco (mentor)
Committee member	Željka Zavišić (predsjednik povjerenstva)
Committee member	Dorotea Milas (član povjerenstva)
Granter	Zagreb School of Business Zagreb
Defense date and country	2017-12-13, 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)
Language	croatian
URN:NBN	urn:nbn:hr:180:663816
Study programme	Title: 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 resource	Text
File origin	Born digital
Access conditions	Access restricted to students and staff of home institution
Terms of use
Repository	Repository ZSB
Created on	2017-12-13 14:11:03