Analysis of the Perception of the Republic of Croatia as a Brand

The aim of the paper was to investigate the national identity andimage of the Republic of Croatia to identify opportunities and giverecommendations for creating a branding strategy for Croatia. Acomparative analysis of the perception of Croatia as a brand is presentedbased on a survey conducted on a sample of 100 respondents fromCroatia and 100 foreign respondents from 30 countries. As expected,Croatian respondents have more strongly expressed positive attitudes,although foreign respondents also showed certain positive associationsabout Croatia. The respondents perceive Croatia as a pleasant andsafe place with a specific way of life, which is a good starting point forbranding Croatia. Comparison with brands of high-end and premiumproducts shows the potential for further development of Croatia as abrand. The paper contains some suggestions for branding Croatia, aswell as limitations and recommendations for future research.