engleski

The Aspects of National Branding: Conceptual and Theoretical Framework

The concept of countries as brands has been increasingly recognized in the post-modern global world. The terms "national brand" or "country brand" define a symbolic construct, which emphasizes the attractive, unique and sustainable qualities of a nation. This paper argues that the national brand and its competitiveness, based on the new approaches of nation branding using sociological and economic theories and concepts, can establish and communicate a specific image of national identity. This paper presents some empirical findings of a study that investigate Croatian national brand. Nation branding might be obtained by a sustained dialog between government, decision makers, business, cultural and civil community, leaders, and individuals in the society. A country brand, therefore, consists of an identity and image, as a system of signs and codes, where nation branding applies widely used marketing concepts for promoting the country's image and attractiveness

country brand ; national brand ; image ; marketing ; Croatia

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