Brendiranje grada Samobora - studija slučaja

master's thesis

• Title (english): City Branding: Case Study of the Town of Samobor
• Author: Ana Kovačić
• Mentor: Božo Skoko (mentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Hrvoje Jakopović (član povjerenstva)
• Committee member: Boris Beck (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; (Department of Strategic Communication); Zagreb
• Defense date and country: 2018-07-03, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Kao destinacija, grad Samobor, koji postoji još od 1242. godine, prepoznat je po svojim prirodnim ljepotama, kulturnim i zabavnim manifestacijama (posebice po Fašniku), gastronomskoj ponudi, uspjesima sportaša i tehnoloških inovatora i očuvanoj tradiciji. Usprkos svim tim prednostima, Samobor nema koherentan i prepoznatljiv brend što rezultira smanjenim interesom posjetitelja, ulagača i potencijalnih stanovništva, ali i manjim osjećajem pripadnosti kod stanovništva. Jedinstveni vizualni identitet Samobora ne postoji i nedostatak cjelovite komunikacijske strategije brenda odražava se na pozicioniranje grada među ostalim gradovima kontinentalne Hrvatske. Cilj je ovog rada bio odrediti sadašnje stanje brenda grada Samobora te empirijski istražiti elemente koje Samoborci i posjetitelji percipiraju kao prepoznatljive i na temelju kojih treba izgraditi brend. Rad može služiti kao temelj za izradu brend arhitekture i daljnjih komunikacijskih strategija, u čijem se provođenju trebaju koordinirati svi dionici brenda - gradska uprava, TZ Samobor, proizvođači autohtonih proizvoda, kulturne udruge itd. Rad nudi teorijski okvir brendiranja destinacije, identiteta i upravljanja komunikacijom destinacije, pregled samoborskih kulturnih dobara, manifestacija, proizvoda i specifičnosti, empirijsko istraživanje identitetskih odrednica grada, SWOT analizu grada Samobora te prijedloge za brendiranje Samobora kao destinacije .

Abstract (english)

As a destination which dates from 1242, the city of Samobor has been recognized for its natural beauty, events in culture and entertainment (especially Fašnik), cuisine, success of its sportspeople and technological innovators, and its preserved tradition. Despite all of these advantages, Samobor does not have a coherent and unique brand, which results in less interest from visitors, investors and potential inhabitants, but also in a diminished sense of belonging among the existing population. An unique visual identity of Samobor does not exist and the lack of a thorough communicative strategy of the brand reflects on the positioning of the brand between other cities of continental Croatia. The aim of this paper has been to determine the current state of the Samobor brand, and to empirically investigate the elements its citizens and visitors perceive as distinguishable, and on which the brand of Samobor should be built. The paper can serve as a basis for the brand architecture and the following communication strategies, in the implementation of which all the brand stakeholders have to be coordinated – the municipality, the tourist board, the manufacturers of the local products, cultural associations etc. The paper provides a theoretical overview of destination branding, identity and destination communication management, an overview of Samobor’s cultural goods, events, products and characteristics, an empirical research of the determinants of the city’s identity, and a SWOT analysis of Samobor and suggestions for Samobor destination branding.

• Keywords: Samobor; brendiranje destinacije; identitet; komunikacija; odnosi s javnošću; marketing; turizam
• Keywords (english): Samobor; destination branding; identity; communication; public relations; marketing; tourism
• Language: croatian
• URN:NBN: urn:nbn:hr:114:615042
• 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: Open access; Embargo expiration date: 2018-07-03
• Created on: 2018-12-13 13:16:08