engleski

National Brand and its Elements, Value, Power and Competitiveness

The concept of brand has been widely used for products and services, but the idea of tourism destination branding is relatively new. Tourism destination can also be seen as brand. Brand of tourism destination is its core or DNA which defines its character, and differentiates one destination from another. This study explores national brand and its competitiveness, based on a case study of well-known Mediterranean destination of Croatia. The case study also aims to show how brand of Croatia is listed on the international market, and what can be done to make it stronger. Moreover, the paper shows which are the elements of Croatian brand. Empirical part of the study tries to confirm findings of the case study, and examines power and recognition of the brand of Croatia among Croatian tourist. The research shows that in a just few years Croatia has managed to create successful brand, based on tourism and its promotion. It is also obvious that Croatia cannot compete with multinational brands on the international market, so “national brand” represents only way to assure competitiveness of national products, services, values and cultural heritage.

Country Brand ; Croatia ; National Brand ; Tourism Destination Brand

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