Naslov
Urban icons as a foundation of city brand: The case of city Zagreb

Autori
Komarac, Tanja ; Bašić, Anja ; Ozretić Došen, Đurđana

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Proceedings of 27th CROMAR Congres: Let the mask fall - New consumer in business and research / Leko Šimić, Mirna - Osijek : Ekonomski fakultet Sveučilišta Josipa Jurja Strossmayera u Osijeku, 2021, 170-187

ISBN
978-953-253-184-8

Skup
27th CROMAR Congres: Let the mask fall - New consumer in business and research

Mjesto i datum
Osijek, Hrvatska, 22.09.2021. - 24.09.2021

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
authentic city brand ; urban icons ; qualitative research

Sažetak
Purpose: This paper explores urban icons (e.g., buildings, monuments, natural elements) as essential elements of a city brand, their usage in the strategic development and communication of a city brand, and in the capacity of the primary motivators for visiting a particular city. Furthermore, the paper aims to discover urban icons of one city brand (Zagreb) and its citizens' perceptions about urban icons (pre-global, natural, and contemporary). Methodology: A qualitative research approach encompassing a three-phase study was applied. The first phase consisted of a detailed overview of the Zagreb Tourist Board web pages to identify which urban icons are used in marketing communication. In the second phase, mental maps were used to investigate associations related to the term "Zagreb urban icons." Finally, 16 in- depth interviews with Zagreb citizens were conducted to gain more insight into the most significant urban icons associated with the Zagreb city brand. Results: The research discovered 82 urban icons used in marketing communication of the Zagreb Tourist Board. Results identified many urban icons from the pre-global period (before 1960). Among the most important, the top three were St Mark's Church, Croatian National Theatre, and Zagreb Cathedral. As for natural urban icons, park Zrinjevac is the essential one. Contemporary urban icons are less associated with the Zagreb city brand. Conclusion: The first academic paper that discovers urban icons of the Zagreb city brand and its citizens' perceptions proves the importance of the theoretical grounding for using urban icons in city brand management and offers useful insight for practitioners engaged in the Zagreb city branding.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA