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BRANDING CROATIA PROJECT
Professor Dubravka Sinčić Ćorić, Ph.D.
University of Zagreb
Faculty of Economics & Business
Leader of the Working group for identity and brand of the Republic of Croatia,
established by Madam President Kolinda Grabar Kitarović
Zagreb, 10-11 May 2019
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I feel Slovenia. SLOVENIA
Ireland is the island
of character
and characters. IRELAND
The land with
the real spirit.SCOTLAND
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A BRAND IS…
…a cluster of unique and likeable experience
…a promise of positive experience
…the result of one’s interactive relationship with the environment, meaning that all
communication efforts should communicate syncronized and valuable information
www.commforum.hr
Branding Croatia
Branding is a long-term project, with ambitious and long-term goals, and it should
not be considered as a one-time advertising campaign.
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A NATION BRAND IS…
…a combination of different elements that ensure the differentiation between countries
…the difference should be based in a nation identity, people, history, culture, economy,
and governance, but also in social and political clusters of perceived values
Countries without branding strategy suffer from accidental or anecdotal perceptions, which
may lead to stereotyping…
www.commforum.hr
Branding Croatia
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www.commforum.hr
Branding Croatia
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NATION BRANDING SHOULD…
…be visionary, oriented to aspirations and (near) future
…be rooted in optimism and positive characteristics of a country
…be liked by country’s inhabitants
…stand above and beyond „daily” politics
…be considered as a long-term national project
…be regarded as a unifying factor for domestic people, and a competitive tool in
international context
www.commforum.hr
Branding Croatia
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CROATIAN IDENTITY AND BRANDING…
…a result of a heterogeneus group of people, representing the structure of a Croatian society,
released from political constraints, who reached a consensus about the results
…visionary, oriented to aspirations and (near) future
…rooted in optimism and positive characteristics of a country
…proved to be liked by Croatian citizens
…gives guidlines for a long-term national branding project
www.commforum.hr
Branding Croatia
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PHASES OF BRANDING
www.commforum.hr
Branding Croatia
CONCEPT & GUIDELINES
BRAND IDENTITY & BRAND ESSENCE
CREATIVE & COMMUNICATION CONCEPT
DESIGN, REASONS TO BELIEVE, MESSAGES
IMPLEMENTATION
PRODUCTION, OPERATIONS,
LONG-TERM MANAGEMENT
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PHASES OF BRANDING
www.commforum.hr
Branding Croatia
CONCEPT & GUIDELINES
BRAND IDENTITY & BRAND ESSENCE
CREATIVE & COMMUNICATION CONCEPT
DESIGN, REASONS TO BELIEVE, MESSAGES
IMPLEMENTATION
PRODUCTION, OPERATIONS,
LONG-TERM MANAGEMENT
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to develop guidlines for the development of Croatian national brand,
grounded in Croatian national identity
G O A L O F T H E P R O J E C T
‘ I D E N T I T Y A N D B R A N D O F T H E R E P U B L I C O F C R O A T I A ’
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PARTICIPANTS
…stakeholders representing different sectors and industries:
culture, history, art, business, enterpreneurship, ICT, technology, industry, inovators,
sports, academia, tourism, gastronomy, environmental protection, energy, NGO,
young people, desing, marketing, communication, social media influencers
Moderators:
professor Dubravka Sinčić Ćorić, Ph.D.,
Vera Matejčić-Lupić (prof. psych.),
Nada Kaurin Knežević (mag.oec, marketing expert)
www.commforum.hr
Branding Croatia
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CHECK
POINT III
External validation
M&CSAATCHI
(London, UK)
METODHOLOGY
WORKSHOP III
19. 1. 2019.
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WORKSHOP II
1. 12. 2018.
WORKSHOP IV
9. 2. 2019.
WORKSHOP I
10. 11. 2018.PRESENTATION
25. 4. 2019.
CHECK
POINT I
100 intervies with the
representatives of diverse
stakeholders, aimed to check the
content developed to this point
CHECK
POINT II
Perceptions of attributes of Croatia as a brand
national representative sample
Method of collecting the data: CAPI (omnibus)
Sample: sample size = 1000 citizens of Croatia
older than 15
two-dimensional stratification
data collection made by agency IPSOS,
March 2019.
ROUND TABLE
17. 10. 2018.
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METHODOLOGY
•Combined methodology for leading the group discussions
(scenario planning, branding, marketing, organisational psychology)
•Small groups discussions
•Plennary discussions
•Matrix analysis, Mind-mapping, Story-telling technique and Competitive analysis
•Capstone’s model and BrandKey model for nation branding
•On spot analysis
•Instant documentation of the process
•Qualitative and quantitative research methodology
•External review
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KEY RESULTS
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WORKSHOP I
terms and definitions, raw information
from participants, content
WORKSHOP II
areas
frame of reference
WORKSHOP III
brand identity/brand essence
brand architecture and dimensions of the model
WORKSHOP IV
implications
primary research
PRESENTATION
of the guidelines to the Government
of the Republic of Croatia,
and other key stakeholders
…in progress
KICK-OFF ROUND TABLE
ecpectations
metodology of the process
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7RELEVANT CROATIAN
IDENTITY AND BRAND DIFFERENTIATORS
…developed by working group and confirmed by Croatian citizens
www.commforum.hr
Branding Croatia
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PEOPLE
…Croatians are open, passionate, proud, hard-working, hospitable, with a strong character,
always ready to help each other (from Homeland war to Mila), successful in sports, science,
culture and business
1.
Top 15 characteristics that describe ourselves as a nation,
as well as how we would like to be described, and which we would like to develop
0%
14%
28%
42%
56%
70%
84%
How we would like to be seen
How we see ourselves
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LIFE-STYLE
…Croatia is a safe country, offers a possibility for a balanced and relaxed life, where people
succesfully balance between their ambitions and pleasure, between work and family and friends.
2.
Neither agree/nor disagree
23%I agree
63%
I disagree14%
Agreement with the item:
People in Croatia care about each other.
Neither agree/nor disagree
23%I agree62%
I disagree15%
Agreement with the item:
One feels safe in Croatia.
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NATURAL BEAUTY AND DIVERSITY
…Croatia has a beautiful and bio-diversified nature, rivers and the sea, mountaines and
plains, national parks and reservates…ensures fabulous experiences at small territory.
3.
…beautiful scenery, beautiful country, and diversity are TOP 1
RESPONSES when asked what would Croatians say to
someone, in order to persuade him or her to move to Croatia, or
visit Croatia, but they are also the first associations about
Croatia, if talking to someone who has never heard of Croatia.
In all questions asked, more than 80% of Croatian citizens put
Croatian natural beauty at the first place.
Neither agree/nor
disagree20%
I agree67%
I disagree13%
Agreement with the item:
In Croatia, you can experience a lot of diversity at small territory.
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PRESERVED AND INNOVATIVE…JUST RIGHT FOR BUSINESS
… Croatia is preserved and innovative country, offers a lots of opportunities for investments in new
technologies and renewable sources of energy, has rich natural resources and creative, hard-working,
talented and multi-lingual people, as a base for an economic success.
4.
Neither agree/nor disagree
25%
I agree58%
I dissagree17%
Agreement with the item:
Croatia has a preserved natural environment.
Croatia constantly confirms how innovative it is.
For instance, in 2017, 10 Croatian enterprises were
among the 50 fast growing technological enterprises
in the Middle Europe, according to Deloitte
competition.
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SOCIAL RESPONSIBILITY
…Croatia ensures health-care solidarity system and education for all citizens.
5.
Neither agree/nor disagree
20%
I agree62%
I dissagree18%
Agreement with the item:
Everybody in Croatia can get education.
Neither agree/nor disagree
22%
I agree53%
I dissagree25%
Agreement with the item:
In Croatia healt-care is accessible to everyone.
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CULTURAL RICHNESS
…Croatia is a cultural gem, through the cultural heritage connects East and West,
Mediterranian and continental Europe, traditional and contemporary art, and offers preserved
and globally recognized unique cultural heritage.
6.
…besides different sources that confirm Croatian
cultural and historical heritage, Croatia succesfully
develop creative industry, as well!
Neither agree/nor disagree
22%I agree65%
I dissagree13%
Agreement with the item:
In Croatia, we are proud of our cultural and historical heritage.
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64,03%
55,00%
28,09%
Prirodne ljepote,lijepa
zemlja,raznolikost
okoliša,destinacije
Jadransko more (lijepo,
čisto...), plaže
Dobra hrana (zdrava),
gastronomija,
gostoljubivost
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„SWEET AND SOUR”
…Croatia is „sweet and sour”, offers food „with a taste”, original and domestic food and dellicacies.
7.
Neither agree/nor disagree
25%I agree61%
I dissagree
14%
Agreement with the item:
Living in Croatia is nice.
Top 3 spontaneous reasons for visiting Croatia
28,09%
Good food,
gastronomy,
hospitality
Adriatic sea (nice
and clean),
beaches
Nature, beautiful
country,
destinations
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Hrvatska ima sve predispozicije da postane…
… zemlja po mjeri čovjeka.
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CROATIAN BRAND ESSENCE
Croatia has all neccessery to become…
… just right!
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BRAND ESSENCE IS NOT A SLOGAN
Brand essence is the soul and the heart of the brand,
the meaning of the brand,
brand DNA.
Slogan is a word or a phrase, a message that calls for action
Slogan rely on the brand essence, but is rearly spoken as a part of it
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MEDIA
CONSUMERS
DIASPORA
POLITITIANS
DIPLOMACY
INTERNATIONAL
INSTITUTIONS
TOURISTSCROATIAN CITIZENSINVESTORS AND
BUSINESS PEOPLE
TARGET GROUPS
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7GUIDELINES FOR DEVELOPING AND MANAGING
CROATIAN IDENTITY AND BRAND
…developed by working group
www.commforum.hr
Branding Croatia
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To establish an official governmental body for
Croatia’s branding (project director, board and budget,
monitoring committee)
GUIDELINES FOR MANAGING
CROATIAN IDENTITY AND BRAND
1
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To define symbols representing Croatia as a brand
To synchronize visual identity in all presentations and
communication materials of Government’s, Parliament’s
and Presidential bodies and organisations.
2
GUIDELINES FOR MANAGING
CROATIAN IDENTITY AND BRAND
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To systematically and continuously research perceptions
of Croatian identity and brand among different target
groups
3
GUIDELINES FOR MANAGING
CROATIAN IDENTITY AND BRAND
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To define activities for managing Croatian brand in
specific areas
4
GUIDELINES FOR MANAGING
CROATIAN IDENTITY AND BRAND
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To organize public debates and conferences about
national values, in order to raise the awareness of
Croatian national identity among Croatian citizens
5
GUIDELINES FOR MANAGING
CROATIAN IDENTITY AND BRAND
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To develop a mid-term plan of activities that include
presentation of Croatia
To synchronize presentations, key messages and brand
values
6
GUIDELINES FOR MANAGING
CROATIAN IDENTITY AND BRAND
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To develop a central, interactive multi-lingual web site, with
all relevant information about Croatian identity and brand
To include social media and influencers in promoting the
general idea of Croatian identity and brand
7
GUIDELINES FOR MANAGING
CROATIAN IDENTITY AND BRAND
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eu2020.hr
OPPORTUNITIES TO PRESENT
CROATIA AS „JUST RIGHT!”
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THANK YOU FOR YOUR
ATTENTION!