Brendiranje grada Vrbovca

master's thesis

• Title (english): The Branding of the City of Vrbovec
• Author: Paulina Mlinarić
• Mentor: Hrvoje Jakopović (mentor)
• Committee member: Hrvoje Jakopović (predsjednik povjerenstva)
• Committee member: Božo Skoko (član povjerenstva)
• Committee member: Tena Perišin (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2020-09-18, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

S tendencijom povećanja svoje konkurentnosti na globalnom tržištu, gradovi se upuštaju u proces brendiranja. Ističu svoje posebnosti i kvalitete s kojima će privući više turista i investitora, povećati izvoz, biti percipirani kao poželjna destinacija za život te na koncu povećati svoj profit. Potencijal za brendiranje u Hrvatskoj ima grad Vrbovec koji je već odavno prepoznat po svojim kulturnim znamenitostima, mesoprerađivačkoj industriji (PIK Vrbovec), očuvanoj tradiciji, gastronomskoj ponudi, a najviše po turističko-kulinarsko manifestaciji “Kaj su jeli naši stari” koja se svake godine krajem kolovoza događa u Vrbovcu. Vrbovec već ima dva priznata brenda, a to su PIK Vrbovec te manifestacija “Kaj su jeli naši stari”, a uskoro će i Vrbovečka pera postati prvi proizvod u Hrvatskoj koji će nositi oblik zaštite Zajamčeno tradicionalni specijalitet. Upravo ta manifestacija promovira Vrbovec kao središte s tradicionalnom hranom kojom se Vrbovčani ponose. Cilj je ovog rada odrediti sadašnje stanje brenda grada Vrbovca te empirijski istražiti elemente koje lokalno stanovništvo grada Vrbovca i okolice percipira kao prepoznatljive i na temelju kojih treba izgraditi brend. U ovom se radu istražilo kako na te činjenice gledaju njegovi stanovnici koji se s njim identificiraju. U cilju ostvarenja najbolje ponude smatra se kako stanovništvo igra vrlo važnu ulogu kada je riječ o razvoju turističke destinacije kao i sveukupnih snaga koje treba isticati i nedostataka koje treba umanjiti u svrhu stvaranja grada Vrbovca kao brenda.

Abstract (english)

With the tendency to increase their competitiveness in the global market, cities are embarking on the branding process. They emphasize their specialties and qualities with which they will attract more tourists and investors, increase exports, be perceived as a desirable destination for life and ultimately increase their profits. The city of Vrbovec has the potential for branding in Croatia, which has long been recognized for its cultural sights, meat processing industry (PIK Vrbovec), preserved tradition, gastronomic offer, and most of all for the tourist - culinary event "What did our ancestors eat" which ends every year August takes place in Vrbovec. Vrbovec already has two recognized brands, namely PIK Vrbovec and the event "What did our ancestors eat", and soon Vrbovečka pera will become the first product in Croatia that will carry the form of protection Guaranteed traditional specialty. It is this event that promotes Vrbovec as a center with traditional food that the people of Vrbovec are proud of. The aim of this paper was to determine the current state of the brand of the city of Vrbovec and empirically investigate the elements that the local population of the city of Vrbovec and its surroundings perceive as recognizable and on the basis of which to build a brand. This paper explored how these facts are viewed by its residents who identify with it. In order to achieve the best offer, it is considered that the population plays a very important role when it comes to the development of a tourist destination as well as the overall strengths that should be highlighted and shortcomings that should be reduced in order to create the city of Vrbovec as a brand.

• Keywords: Vrbovec; stanovništvo; brend; brendiranje grada; tradicija; turističko - kulinarska destinacija
• Keywords (english): Vrbovec; population; brand; city branding; tradition; tourist - culinary destination
• Language: croatian
• URN:NBN: urn:nbn:hr:114:349252
• 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: 2020-11-02 14:28:13