Naslov
Perception of Croatia worldwide- the role of immigration in branding Croatia

Autori
Haramija, Predrag ; Majić, Olivera Jurković ; Korper, Ana Kuštrak

Izvornik
International Journal of Management Cases (1741-6264) 18 (2016), 1; 39-53

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
Perception of Croatia ; immigration ; branding

Sažetak
The aim of this paper is to answer the question of what is the image of Croatia in the world (what is the strength of the brand "Croatia"), to consider the role of immigration in creating the image of Croatia worldwide and to propose fundamental elements of the branding strategy of Croatia. Authors present the overview of available domestic and international sources as well as results of their own research that was conducted among foreign citizens. Results of many research on image of Croatia show that in the world, one of the most recognizable images are those connected to tourism and natural beauties. Unfortunately, other important elements of national identity like culture, history, traditional heritage, eminent people etc., are still fairly unfamiliar to the foreigners. Also, other identity elements that are influenced by the economic and political- administrative environment should be developed to become a relevant branding factor. A review of past research on Croatia as a strong brand has shown that Croatia is positioned in the upper third or half of the countries in the world, and as a leader in the Central, Eastern and Southern Europe. One of the conclusions presented is that the overall image of Croatia is better among foreign publics than domestic ones. Research that was conducted has confirmed previous results and highlighted the important role of immigration in the recognition / branding of Croatia. Outline of the possible branding strategy of Croatia using the immigration as an important role is given in the last chapter, together with conclusion that three weakest categories of Croatia as a brand are caused by underused potential of Croatian immigrants in branding process.

Izvorni jezik
Engleski

Znanstvena područja
Interdisciplinarne društvene znanosti

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