engleski

Nation branding - perception and attitudes about Mongolia in Croatia

Nation brand is not just a combination of brand's elements of identity (elements like a sign or a logo, a color, a slogan ...), but it implies a long-term strategic goal and an organized efforts to determine what are wants to achieve and where to position the nation (country) on the perceptual map of the world nations. It is a prerequisite to look at the nation as a brand to gain properly position of the nation in the world. A nation as a brand implies the active role of all citizens as they are an integral part of the national identity. This is why there are serious challenges in achieving the desired position which is under great influence of image and reputation of the nation and/or country. Although there are many challenges, there are also many advantages why a systematic approach to the nation branding needs to be managed strategically and systematically in the long term. The main advantages are: eliminating negative stereotypes (if they exists), creating a positive image, achieving desired and possible world reputation and influence in today's and future international relations, building and maintaining tourist attractiveness for a specific (desired) groups of tourists . The paper presents the research findings of the survey conducted in Croatia about perception about Mongolia and current identity solutions of nation brand of Mongolia ie. sign/logo, slogan and other elements of the identity.

nation brand, branding, Mongolia, perceptrion and attitudes, Croatia

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