Kako graditi imidž države na temelju kulture i kulturnog identiteta – bh. paradigma
HOW TO BUILD STATE’S BRAND BASED ON CULTURE AND CULTURAL IDENTITY – BOSNIAN-HERZEGOVINIAN PARADIGM

Summary/Abstract: State’s interest for own identity is on the increase, especially when we talk about cultural identity, therefore it is necessary to point out its importance because, good state’s brand is built on it. Successful building of national brand is based on model „the state is corporation“, which means good managing of all disposable state resources, with special reference to culture and cultural-historical heritage, because they are our pride and they should be preserved from decay and promoted as primordial values and main attributes in positive brand building. As regards the state over the years neglects its obligations regarding protection and preserving of national cultural-historical institutions of vital interest for cultural identity survival, managers of these institutions should be more independent and undertake other measures in order to maintain sufficient financial means for their preserving. First of all, they have to be good managers who professionally and in an organized manner lead their personnel and using their communication capabilities and clever moves maintain continuous public interest and cash income.

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