Identitet i imidž Bosne i Hercegovine iz perspektive njezinih triju naroda – istraživanje mogućnosti i prepreka na putu brendiranja
Identity and Image of Bosnia and Herzegovina from the Perspective of its Three Nations – Branding Opportunities and Drawbacks Research

Summary/Abstract: The paper discusses the branding options of Bosnia and Herzegovina, i.e. the phenomenon of identity and image of this country, and the potential and obstacles in creating a better perception of Bosnia and Herzegovina worldwide. The author conducted a survey of public opinion among the citizens of B&H, i.e. respondents from the three BH nations - Bosniaks, Croats and Serbs, in two periods - in 2010 and 2013 in order to explore how they perceive the identity and image of their country and how they see potentials and drawbacks of its possible branding. According to the research results most of the respondents are aware of the potentials and advantages that can hold all three nations together turning at the same time Bosnia and Herzegovina into an internationally recognized brand. These potentials mostly refer to the mentality and way of life as well as the natural attractions and diversity.

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