News & Analysis

Croatian president recognises potential of national branding

Natural beauty, a great location, a rich cultural heritage and tradition, innovative and creative people, a specific lifestyle, rich gastronomy, amazing water and sporting awards: all of these make Croatia unique and recognised around the world.

That was the conclusion of a meeting organised in mid-October by Croatia’s president, Kolinda Grabar-Kitarović, to discuss ways of boosting the country’s national brand. The meeting brought together a number of experts from the field of marketing, including image marketing, branding, sports and culture.

“In a globalised world, a country’s image plays an extremely important role since it determines a number of factors that define its position, competitiveness and influence in international relations – but also the economic, demographic and other trends important for the stability and prosperity of the country,” said Mrs Grabar-Kitarović.

“The Republic of Croatia has a well-recognised tourist and sports brand, but it should create its own powerful and effective national brand in order to give us a key competitive advantage over other countries,” she added.

Mrs Grabar-Kitarović announced that she would be creating a working group to develop Croatia’s brand, headed by Professor Dubravka Sinčić Ćorić from the University of Zagreb’s Faculty of Economics and Business.

“Croatia has the advantages and conditions necessary to become a powerful brand on the global stage because we are already recognisable thanks to our natural beauty (especially our coastline and the city of Dubrovnik), and now also thanks to the success of our football team at the World Cup and our world-renowned figures such as Marulić, Meštrović, Tesla and Penkala,” the president continued.