Istraživanje stavova o marki grada u funkciji upravljanja markom

master's thesis

• Title (english): Research on attitudes about city brand managment
• Author: Ivan Bedek
• Mentor: Đurđana Ozretić Došen (mentor)
• Committee member: Zoran Krupka (predsjednik povjerenstva)
• Committee member: Vatroslav Škare (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-23, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Cilj rada je istražiti kakav je cjelovit imidž grada Zagreba među populacijom stanovnika Sisačko-moslavačke županije. U teorijskom dijelu obrađuju se aktivnosti i procesi koje je potrebno poduzeti za uspješnu izgradnju i upravljanje markom grada. U radu se prvo teorijski obrađuje koncept marke teritorijalne jedinice u funkciji upravljanja markom grada. Nadalje, naglasak se stavlja na definiranje identiteta grada i izgradnju marke grada. Zatim se fokus stavlja na upravljanje markom grada i mjerenje uspješnosti marke grada. U posljednjem dijelu analiziraju se rezultati istraživanja kako bi se provjerile postavljene hipoteze. U cijelom radu je naglasak na izgradnji i upravljanju imidžom i markom grada koji sve više dobivaju na značaju u području urbanog marketinga.

Abstract (english)

The aim of this thesis is to investigate the complete image of the city of Zagreb among the population inhabitants of Sisak-Moslavina County. The theoretical part deals with the activities and processes that need to be taken for the successful development and brand management of the city. This paper first deals with the theoretical concept of brand territorial unit for the purpose of brand management center. Furthermore, emphasis is placed on defining the identity of the city and building the brand of the city. Then the focus is on brand management and performance measurement of brand city. The final section analyzes the results of studies to verify the hypotheses. The entire work is the emphasis on the construction and management of the image and brand of the city that is increasingly gaining in importance in the area of urban marketing.

• Keywords: upravljanje markom grada; identitet grada; imidža grada; urbani marketing; konkurentnost gradova
• Keywords (english): city brand management; identity of the city; image of the city; urban marketing; competitiveness of cities
• Language: croatian
• URN:NBN: urn:nbn:hr:148:769590
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-10-12 16:00:59