Mogućnosti i načini brendiranja Grada Šibenika

master's thesis

• Title (english): Possibilities and Ways of Branding the City of Šibenik
• Author: Tea Rak
• Mentor: Božo Skoko (mentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Boris Beck (član povjerenstva)
• Committee member: Igor Kanižaj (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2021-09-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Ovaj rad se bavi pronalaženjem novih načina i mogućnosti za brendiranje grada Šibenika. Nakon početnog teorijskog uvoda, gdje se objašnjavaju osnovni pojmovi koji se prožimaju kroz cijeli rad te opisane strategije dva velika svjetska grada i jednog hrvatskog koji se ističu svojim brendovima, provodi se analiza grada Šibenika. U toj analizi ističe se pozicija Šibenika kao brenda, koje elemente koristi u svom brendiranju, u čemu je dobar, u čemu ne, kakve nedostatke ima i koji su to aspekti koji mu pomažu da se prikaže onakvim kakav trenutno je. Primjetivši kako grad Šibenik posjeduje mnogo više od onoga što pokazuje, pojavilo se pitanje što to on još stvarno ima a što bi mogao iskoristiti u stvaranju svog identiteta i prikazivanju javnosti u još boljem svijetlu. Potom se provelo istraživanje koje uključuje lokalno stanovništvo grada Šibenika kako bi se kroz njihovu perspektivu i viđenje grada saznalo o njegovim snagama, vrlinama, posebnostima, ali i manama kako bi to mogli iskoristiti u stvaranju novog brenda. Na kraju rada izrečeni su i interpretirani rezultati istraživanja te iznesen novi plan za brendiranje Šibenika kao vodeće turističke destinacije.

Abstract (english)

This study is about finding new ways and possibilities for branding the city of Šibenik. First part is theoretical where all the basic terms needed for the whole study are explained and the strategies of two global and one croatian brand known cities are described. Second part describes the analysis of the city of Šibenik that shows what position Šibenik has as a brand, which elements is using in branding, what are his positive and negative sides, which imperfections it has and what are the aspects that help in presenting Šibenik as it's truly self. Noticing that Šibenik can offer a lot more opened a question what does Šibenik has that could be used in making his identity and showing itself to the public in better light. Next part is a research that included the citizens of Šibenik to see their perspective about Šibenik strenghts, virtues, uniquenesses, but also weaknesses, to use all of that in making a new brand strategy. At the end of the study the results of the research are explained and a new plan for branding Šibenik as a leader tourist destination is presented.

• Keywords: brendiranje destinacija; brend; identitet; imidž; grad Šibenik; strategije brendiranja
• Keywords (english): destination branding; brand; identity; image; city of Šibenik; branding strategies
• Language: croatian
• URN:NBN: urn:nbn:hr:114:190750
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2022-02-09 09:20:19