Analysis of the Perception of the Republic of Croatia as a Brand: Recommendations for Developing a Nation Branding Strategy
Analysis of the Perception of the Republic of Croatia as a Brand: Recommendations for Developing a Nation Branding Strategy

Summary/Abstract: The aim of the paper was to investigate the national identity and image of the Republic of Croatia to identify opportunities and give recommendations for creating a branding strategy for Croatia. A comparative analysis of the perception of Croatia as a brand is presented based on a survey conducted on a sample of 100 respondents from Croatia and 100 foreign respondents from 30 countries. As expected, Croatian respondents have more strongly expressed positive attitudes, although foreign respondents also showed certain positive associations about Croatia. The respondents perceive Croatia as a pleasant and safe place with a specific way of life, which is a good starting point for branding Croatia. Comparison with brands of high-end and premium products shows the potential for further development of Croatia as a brand. The paper contains some suggestions for branding Croatia, as well as limitations and recommendations for future research.

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