Izazovi i mogućnosti brendiranja sveučilišta, na primjeru Sveučilišta u Zagrebu
Challenges and possibilities of the university branding, an example of the University of Zagreb

Summary/Abstract: The paper deals with the phenomenon of the University branding or with problems of their identity and image management. The University of Zagreb is in the center of discussion. In order to reveal key elements which are the potentials for building the brand of this University in the future, the author has conducted three separate researches – research on the perception of the University of Zagreb in the Croatian public, among students and teachers of the University and among the potential future students (grammar schools and other secondary school leavers). The University of Zagreb, which in the last decade became conscious of the importance of the image management and started with developing their own public relations, meets with a couple of challenges. At the global level, the University of Zagreb is almost unknown, while in Europe it has a position of a significant Central European University. There are also intentions to place it on the position of a regional leader, but advantages of the University of Zagreb in relation to the competition in the neighboring countries are not well known. In Croatia it is recognized as the leading University, but due to its size, spatial, legal and functional disintegration and absence of continuous management of its own identity and communication, there is a considerable disunion within the University and its members. In spite of the fact that the University of Zagreb has a long tradition and undoubted quality, students and teachers of this University do not have the feeling of unity and affiliation to the University of Zagreb as a whole, because of what it is necessary to work on systematic integration of the University and creating the feeling of unity or in other words to work on strengthening the crown brand in which all the faculties and other members will be able to find its place.

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