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master's thesis
Mogućnosti i načini brendiranja Grada Šibenika
Zagreb: University of Zagreb, The Faculty of Political Science, 2021. urn:nbn:hr:114:190750
Rak, Tea
University of Zagreb
The Faculty of Political Science

Institutional repository: FPSZG repository

Cite this document

Rak, T. (2021). Mogućnosti i načini brendiranja Grada Šibenika (Master's thesis). Zagreb: University of Zagreb, The Faculty of Political Science. Retrieved from https://urn.nsk.hr/urn:nbn:hr:114:190750

Rak, Tea. "Mogućnosti i načini brendiranja Grada Šibenika." Master's thesis, University of Zagreb, The Faculty of Political Science, 2021. https://urn.nsk.hr/urn:nbn:hr:114:190750

Rak, Tea. "Mogućnosti i načini brendiranja Grada Šibenika." Master's thesis, University of Zagreb, The Faculty of Political Science, 2021. https://urn.nsk.hr/urn:nbn:hr:114:190750

Rak, T. (2021). 'Mogućnosti i načini brendiranja Grada Šibenika', Master's thesis, University of Zagreb, The Faculty of Political Science, accessed 27 December 2024, https://urn.nsk.hr/urn:nbn:hr:114:190750

Rak T. Mogućnosti i načini brendiranja Grada Šibenika [Master's thesis]. Zagreb: University of Zagreb, The Faculty of Political Science; 2021 [cited 2024 December 27] Available at: https://urn.nsk.hr/urn:nbn:hr:114:190750

T. Rak, "Mogućnosti i načini brendiranja Grada Šibenika", Master's thesis, University of Zagreb, The Faculty of Political Science, Zagreb, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:114:190750

Metadata
TitleMogućnosti i načini brendiranja Grada Šibenika
Title (english)Possibilities and Ways of Branding the City of Šibenik
AuthorTea Rak
MentorBožo Skoko (mentor)
Committee memberBožo Skoko (predsjednik povjerenstva)
Committee memberBoris Beck (član povjerenstva)
Committee memberIgor Kanižaj (član povjerenstva)
GranterUniversity of Zagreb
The Faculty of Political Science
Zagreb
Defense date and country2021-09-16, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Journalism
Abstract
Ovaj rad se bavi pronalaženjem novih načina i mogućnosti za brendiranje grada Šibenika. Nakon početnog teorijskog uvoda, gdje se objašnjavaju osnovni pojmovi koji se prožimaju kroz cijeli rad te opisane strategije dva velika svjetska grada i jednog hrvatskog koji se ističu svojim brendovima, provodi se analiza grada Šibenika. U toj analizi ističe se pozicija Šibenika kao brenda, koje elemente koristi u svom brendiranju, u čemu je dobar, u čemu ne, kakve nedostatke ima i koji su to aspekti koji mu pomažu da se prikaže onakvim kakav trenutno je. Primjetivši kako grad Šibenik posjeduje mnogo više od onoga što pokazuje, pojavilo se pitanje što to on još stvarno ima a što bi mogao iskoristiti u stvaranju svog identiteta i prikazivanju javnosti u još boljem svijetlu. Potom se provelo istraživanje koje uključuje lokalno stanovništvo grada Šibenika kako bi se kroz njihovu perspektivu i viđenje grada saznalo o njegovim snagama, vrlinama, posebnostima, ali i manama kako bi to mogli iskoristiti u stvaranju novog brenda. Na kraju rada izrečeni su i interpretirani rezultati istraživanja te iznesen novi plan za brendiranje Šibenika kao vodeće turističke destinacije.
Abstract (english)
This study is about finding new ways and possibilities for branding the city of Šibenik. First part is theoretical where all the basic terms needed for the whole study are explained and the strategies of two global and one croatian brand known cities are described. Second part describes the analysis of the city of Šibenik that shows what position Šibenik has as a brand, which elements is using in branding, what are his positive and negative sides, which imperfections it has and what are the aspects that help in presenting Šibenik as it's truly self. Noticing that Šibenik can offer a lot more opened a question what does Šibenik has that could be used in making his identity and showing itself to the public in better light. Next part is a research that included the citizens of Šibenik to see their perspective about Šibenik strenghts, virtues, uniquenesses, but also weaknesses, to use all of that in making a new brand strategy. At the end of the study the results of the research are explained and a new plan for branding Šibenik as a leader tourist destination is presented.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:114:190750
Study programmeTitle: Journalism
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2022-02-09 09:20:19