Branding Croatia

The Mediterranean as it once was

In the course of 2007, the Croatian National Tourism Board will organise more than 100 country presentations abroad - campaign based on the motto: The Mediterranean as it once was. It would seem that Croatia's fate was predestined by her geographic characteristics. Within the small area Croatia encompasses the sunny Mediterranean, pre-Alpine mountains and the Pannonian Plains. It also possesses all the prerequisites for the further development of tourism: land of a thousand islands, well preserved nature, including 8 national parks and 10 nature parks, cultural and historical heritage with numerous cultural monuments


By MARINA DUVNJAK
from Zagreb, CROATIA


Branding is the way that organization communicates, differentiates and symbolizes itself to all of its audiences. National branding is doing the same thing, but to a whole country. This may be in order to encourage foreign direct investment, to promote tourism, to attract working force or support exports. Although it goes beyond the mere image and perception, national branding may be briefly defined as the way a country or a nation is perceived by the audience. It seems that most national branding programs aim at foreigners by improving one nation's image in the eye of the rest of the world, but it is equally important to create programs that aim at that nation's own people, because on a long-term basis, a nation is perceived also through its individuals.

Only in 2007 The Croatian National Tourism Board will organise more then 100 country presentations abroad - this is a great way to build a clear and sustained campaign based on the motto: The Mediterranean as it once was. It would seem that Croatia's fate was predestined by her geographic characteristics. Within the small area that is Croatia it encompasses the sunny Mediterranean, pre-Alpine mountains and the Pannonian Plains. It also possesses all the prerequisites for the further development of tourism: land of a thousand islands, well preserved nature, including 8 national parks and 10 nature parks, cultural and historical heritage with numerous cultural monuments protected by UNESCO.

The nation's brand can be defined by the people, by their temper, education, look, by their endeavours, but also, by economy, tourism and by products it offers. It is very hard to change one nation's values. For this reason, when it comes to nation branding, a long term strategy is needed. This is the work of a government, branding agencies and experts, national tourism boards, diplomats, national chambers of commerce etc.

In the case of exports, once a country has become known as an exporter of quality branded goods, the country's product brands and its place brand will work together to raise expectations overseas. Country branding should then become a part of a self-perpetuating cycle: as the country promotes its consumer brands, those brands will promote the country.

Therefore, in late 1997, the Croatian Chamber of Economy started the Project to Visually Mark Croatian Products with Croatian Quality and Croatian Creation labels. The Croatian Quality label is given to 110 Croatian products whose properties (ingredients, design, ergonomic criteria, environmental and ecological criteria…) meet high world standards. The label helps buyers recognise products of a quality above the average. The Croatian Creation label has additional value in comparison to the Croatian Quality Label, and it is awarded to 60 original Croatian products that reflect Croatian tradition, development, research, innovation and inventions. The minimum requirement for such products is to be at the same level of quality as the products having the Croatian Quality label. The evaluation system is enhanced by the additional criteria of adherence to Croatian tradition and inventiveness.

The Chamber pays special attention to promotional activities through which the Croatian economy is represented in the respective country. Specifically, it informs business partners on the laws and regulations of the Republic of Croatia, as well as possibilities and facilities for investment. It also plays an important role in the promotion of export-oriented activities of the Croatian economy at well-known, leading fairs and shows abroad.

With regard to multilateral co-operation, special attention is paid to the EU as the most important foreign trade partner, because full membership of this European integration is the main strategic goal of Croatia. Therefore, branding is also seen as crucial to Croatia because it has realized that timelines for acceptance into the European Union and ability to compete against their neighbours for investment, in part depends on how they are perceived by more developed European countries.

Croatia is trying to be presented as a market economy, a democratic society, a Mediterranean country. As a Mediterranean and Central European country with an average annual GDP growth of 5% over the last ten years, Croatia is one of the most dynamic transitional countries in this part of Europe. By entering into negotiations for full membership of the EU, Croatia has turned a new page in its history, both in terms of politics and economy. By opening negotiations with the Republic of Croatia, the European Union recognized the developments of democracy in the country and Croatia's constructive contribution in extending this process throughout South-Eastern Europe. Overall political and economic stability, an effective legal system and free enterprise in a democratic environment are the essential prerequisites for economic development which have opened the EU door to full membership of Croatia. On this road, Croatia's main tasks are to increase production and exports whilst cutting total public spending. Further restructuring of companies and improvements in general business conditions are necessary in order to help investors recognise Croatia as the hub for business expansion in this part of Europe. Numerous Croatian products have achieved excellent results globally, owing their distinctive properties to a combination of Croatian tradition, expert innovation and ingenuity, and systematic research and development (Jana mineral water, Vegeta spices, Franck coffee, Kraš chocolates...) Such products, meeting high international criteria, receive the Croatian Creation and Croatian Quality labels from the Croatian Chamber of Economy.

Hotel branding

When it comes to tourism, one of the biggest problems in Croatia is hotel branding. Based on one analysis, more then 80 per cent of hotels in the USA have a brand name, in Europe around 60 per cent, but in Croatia only 7%. However, this will change since there is a running trend of creating small, family-run hotels. Thanks to the Croatian National Tourist Board small, family-run hotels will be promoted as new feature on the face of Croatian tourism and until 2010. around 1000 of them will be branded.

The Croatian National Tourist Board was founded as a national tourist organization in order to promote and create the identity and reputation of Croatian tourism, but is also planning and implementating common strategies and concepts for promotion, proposals and carrying out the promotional activities which are of joint interest to all the subjects in tourism, both in the country and abroad, and improvement of the complete image of Croatia.

Experience has shown that demand for any tourism destination grows sharply if marketing and promotions are well funded and effective. A competitive, sustained promotional campaign is needed in order to clarify and enhance Croatia's image in traditional and emerging source markets, but also to raise awareness of the importance of tourism to national and local economies. The baseline forecasts for Croatia's tourism are very positive - the demand is projected to increase by 6.9 per cent per annum over the next 10 years.

Croatia's recent tourism growth confirms that it is well on track to recapture the demand levels it enjoyed in 1989, prior to the outbreak of war. Although yield will take more time to recover, major political and economic reforms, which have promoted stability and open markets, have contributed to stimulating growth in the short period of time. Croatia now needs to adopt a cohesive, long-term strategy for sustainable development, to ensure it will attract the right kind of tourism in future with benefits for all stakeholders.