Book review „Brendiranje kulturom: glagoljica“
Book review „Brendiranje kulturom: glagoljica“
Author(s): Antonija JozićSubject(s): Economy, Book-Review, Marketing / Advertising
Published by: Sveučilište Josipa Jurja Strossmayera u Osijeku, Ekonomski fakultet u Osijeku
Keywords: glagoljica; Glagolitic Script; branding; culture;
Summary/Abstract: Branding is a marketing activity by which a branded phenomenon (product, company, local or national community) is unambiguously identified with a meaning constructed in the consumer’s mind. Authors Horvat and Forjan published the book “Brendiranje kulturom: glagoljica” (Cultural Branding: Glagolitic Script) at the end of 2023. The book is accompanied by two reviews, and it was published by the increasingly reputable publisher Andizet Institute, under the financial support of the Ministry of Foreign and European Affairs.
- Issue Year: 37/2024
- Issue No: 1
- Page Range: 205-206
- Page Count: 2
- Language: English
