Mjerenje uspješnosti marke Hrvatska na temelju metodologije „Nation Brands Index“

master's thesis

• Title (english): Measuring the success of the Croatia brand based on the "Nation Brands Index" methodology
• Author: Leonarda Kunštić
• Mentor: Dubravka Sinčić Ćorić (mentor)
• Committee member: Ružica Brečić (član povjerenstva)
• Committee member: Zoran Krupka (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-06-01, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Upravljanje markom države u suvremeno doba postaje neizostavna aktivnost koju svaka država mora primijeniti kako bi konkurirala na globalnom tržištu i istaknula se među konkurencijom. To je proces u kojem država svjesno gradi i održava svoj imidž na globalnoj razini, koristeći se različitim marketinškim strategijama i alatima. Strateško upravljanje markom države može služiti kao alat kojim država postiže svoje ciljeve ekonomskog i gospodarskog rasta ako je ono promišljeno, dobro provedeno i kontinuirano u svim komunikacijskim kanalima. Diplomski rad istražuje pojmovnu definiciju upravljanja markom države te prikazuje praktične primjere država koje su uspješno provele aktivnosti upravljanja markom države. Države poput Velike Britanije, Njemačke i Singapura svoje su marketinške strategije prilagodile svojim prirodnim resursima, kulturi i povijesti, ali i tržišnim prilikama u kojim su se nalazile te su time uspješno privukle pažnju međunarodne zajednice i ostvarile pozitivne ekonomske učinke. Nadalje, diplomski rad detaljno istražuje marku Hrvatska i proučava njezinu percepciju na različitim uzorcima ispitanika s obzirom na metodologiju Nation Brands Index. Metodologija koju je razvio Simon Anholt istražuje percepciju ispitanika o turizmu, ljudima, politici, izvozu, kulturi i investicijama neke države. Istraživanje prikazuje razliku među percepcijom marke Hrvatska hrvatskih i međunarodnih ispitanika, prilikom čega je kod hrvatskih ispitanika najizraženiji negativan stav oko teme politike, dok s druge strane međunarodni ispitanici smatraju hrvatski izvoz kao najveću slabost Hrvatske. Unatoč razlikama u percepcijama, istraživanje također pokazuje pozitivne zajedničke percepcije o hrvatskom turizmu i kulturi koje bi se mogle koristiti u daljnjem razvoju marke Hrvatska.

Abstract (english)

Managing the country's brand (nation branding) in modern times is becoming an indispensable activity that every country must apply in order to compete on the global market and stand out among the competition. It is a process in which a country consciously builds and maintains its image at the global level using different marketing strategies and tools. Nation branding can serve as a tool for achieving country's economic growth goals if it is thought out, well implemented and continuous in all it's communication channels. This thesis explores the conceptual definition of nation branding and presents practical examples of countries that have successfully implemented nation branding activities. Countries such as Great Britain, Germany and Singapore adapted their marketing strategies based on their natural resources, culture and history, but also based on current market opportunities in which they found themselves, thus successfully attracting the attention of the international community and achieving positive economic effects. Furthermore, the thesis examines the brand Croatia in detail and studies its perception on different samples of respondents with regards to the Nation Brands Index methodology. The methodology developed by Simon Anholt investigates respondents' perceptions of a country's tourism, people, politics, exports, culture and investments. The research shows the difference between the perception of the Croatia brand by Croatian and international respondents, where Croatian respondents have the most pronounced negative attitude towards the topic of politics, while on the other hand, international respondents consider Croatian exports as Croatia's greatest weakness. Despite the differences in perceptions, the research also shows positive common perceptions about Croatian tourism and culture that could be used in the further development of the Croatia brand.

• Keywords: upravljanje markom države; Nation Brands Indeks; marka Hrvatska
• Keywords (english): nation branding; Nation Brands Index; brand Croatia
• Language: croatian
• URN:NBN: urn:nbn:hr:148:528176
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2023-05-31 12:09:09