Croatia as a brand: What makes us special besides the sea, nature and sports?

When it comes to Croatia, one of the first associations that foreigners have is the city of Dubrovnik, which has become a global sensation due to its celebrated walls, but also the filming of the Game of Thrones series. Islands, summer vacations, natural beauty and footballers are some of the other more common things people associate with Croatia. In the context of branding, however, it is necessary to ask ourselves what emotions does Croatia arouse in us—and what does it arouse in foreigners—and how do these feelings affect our perception of the country.

The “Made in Croatia” panel will try to find our how Croatia can further build its brand and increase its international profile. There to discuss how Croatia manages its identity and image are Dražen Klarić, editor-in-chief of Večernji list; Predrag Grubić, essayist, critic, academician and head of Corporate Communications at Adris grupa; Igor Rudan, Ph.D., director of the Center for Global Health at the University of Edinburgh; Davor Bruketa, CEO at Bruketa&Žinić&Gray; and Zlatko Dalić, head coach of the Croatian national football team. The moderator of the panel is Prof. Božo Skoko, Ph.D., member of the board of Millennium Promotion, the leading marketing communication agency in Croatia.

In order to properly promote a country’s brand, visitors must be given the opportunity to interact and emotionally connect with Croatian culture and its people. By creating a unique experience, the connection between people and the country is strengthened, which leads to a greater desire to come again.

Croatia has great potential to become a global brand, but in order to truly become one, it first needs to stand out from other countries in the region. It is necessary to both increase its international influence and neutralize past stereotypes. If you want to find out how, come to the main venue hall on Friday 24 September at 5:30 pm.