Uloga urbanih ikona u razvoju marke grada

master's thesis

• Title (english): The role of urban icons in city branding development
• Author: Anja Bašić
• Mentor: Tanja Komarac (mentor)
• Committee member: Zoran Krupka (predsjednik povjerenstva)
• Committee member: Đurđana Ozretić Došen (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2019-09-19, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Svrha rada je bila otkriti značenje urbanih ikona u kreiranju marke grada, konkretnije marke grada Zagreba. Urbane ikone čine važne elemente marke svakoga grada i jedan su od glavnih razloga posjete određenog turističkog mjesta. One su zapravo elementi urbanog okruženja koji imaju utjecaja na kreiranje imidža i identiteta grada, a time i na kreiranje same marke grada. Unatoč tome, same po sebi ne mogu privući turiste već ih je potrebno kombinirati sa dodatnim sadržajima poput različitih događanja ili pričanja priča o njima te ih na pravilan način komunicirati u promotivnim aktivnostima grada.

Istraživanje je provedeno u nekoliko faza. U prvoj fazi napravljen je pregled članaka na temu urbanih ikona i marke grada te pregled različitih internetskih izvora s naglaskom na web stranice turističke zajednice grada. Druga faza je obuhvaćala provođenje istraživanja na temelju asocijacija na pojam „Znamenitosti grada Zagreba“ uz pomoć mentalnih mapa. Zadnja faza se sastojala od provođenja dubinskih intervjua sa 16 ispitanika koji žive ili su rođeni u gradu Zagrebu kako bi se otkrile najvažnije urbane ikone grada Zagreba.

Istraživanjem je potvrđeno da grad Zagreb ima veliki broj urbanih ikona, posebice one iz predglobalnog razdoblja. Istraživanjem je također utvrđeno da Zagreb i dalje ima neiskorišten potencijal u pogledu urbanih ikona. Ovo je prvi rad koji je istraživao i otkrio ulogu urbanih ikona grada Zagreba.

Abstract (english)

The purpose of this work is to discover the meaning of urban icons in the creation of a city brand, more specifically the city brand of Zagreb. Urban icons are important elements of the brand for every city and are one of the main reasons for visiting a particular tourist location. They are elements of the urban environment that influence the creation of the image and identity of the city, and thus the creation of the city's brand itself. Nevertheless, they cannot attract tourists on their own, but need to be combined with additional content such as different events or stories about the icons, and communicate them in a proper way in the city's promotional activities.

Research has been conducted in several phases. The first phase consisted of a detailed overview of the articles on the topic of urban icons and city branding along with an overview of various internet sources with emphasis on the Web pages of the tourist Boards of the selected cities mentioned in the work. The second phase included a research based on the associations to the term "Zagreb attractions" with the help of mental maps. The last phase consisted of conducting 16 in-depth interviews with respondents who live or were born in Zagreb with an intention to discover the most important urban icons in Zagreb.

The survey confirmed that the city of Zagreb has a large number of urban icons, especially those from the pre-global period. It was also concluded that Zagreb still has untapped potential in terms of urban icons. This is the first paper to investigate and discover the role of urban icons of the city of Zagreb.

• Keywords: marka grada; urbane ikone; upravljanje markom grada; kvalitativno istraživanje
• Keywords (english): city brand; urban icons; city brand management; qualitative research
• Language: croatian
• URN:NBN: urn:nbn:hr:148:289508
• 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: Open access
• Created on: 2019-09-20 12:07:34