Croatian President believes that Croatia doesn’t have a clear and quality system of shaping the country brand, and managing it

Drugi jezik na kojem je dostupan ovaj članak: Bosnian


The fourth workshop of President’s Working Group for the Identity and Brand Development of the Republic of Croatia was held in the office of the President of the Republic of Croatia, Kolinda Grabar-Kitarović.

The working group continued discussion on branding and available models for development of national/state brand, in order to prepare a comprehensive model of the brand of the Republic of Croatia.

The fourth workshop analyzed the elements of the Croatia’s brand by areas, and a statement on the positioning of the Croatian brand was made. Capstones and Brand Key models were used as a theoretical basis. The workshop ended by defining the elements of the Croatian brand in communication towards the target audiences.

The President of the Republic of Croatia, Kolinda Grabar-Kitarović, held in October last year a roundtable on Identity and the Brand of the Republic of Croatia, with experts from the field of marketing, image and branding, as well as sports and culture.

At the roundtable, the president stressed that Croatia has no clear, quality system of forming a national brand, or managing it, and said that she wants to change this by setting up a working group to be led by prof. Dubravka Sinčić Ćorić from the Zagreb School of Economics.

The President’s Working Group for Identity and Brand Development of the Republic of Croatia was established at the beginning of November 2018 by the decision of the President Grabar-Kitarović. In mid-April, the working group will present the president with the guidelines for Croatia’s positioning, ie. branding.