o:32682 BRENDIRANJE REGIONA – SPECIFIČNOSTI, MOGUĆNOSTI I IZAZOVI REGIONAL BRANDING - SPECIFICITIES, OPPORTUNITIES AND CHALLENGES sr REZIME Brendiranje destinacija (mesta) postaje tema koja sve više dobija na značaju, kako u oblasti akademskih istraživanja, tako i u domenu praktičnog delovanja (javnih politika). Iako pojedini autori smatraju da se destinacija može tretirati jednoobrazno, postoje izvesne razlike između brendiranja država, regiona i gradova. Predmet ovog rada je analiza koncepta brendiranja regiona i njegovog značaja za ekonomski razvoj u savremenom globalnom kontekstu. Poseban akcenat je stavljen na kompleksnost procesa brendiranja, s obzirom na brojnost ciljnih grupa i zainteresovanih strana. Cilj je bliže upoznavanje sa specifičnostima brendiranja regiona u odnosu na državu i grad, imajući u vidu geografske i kulturološke karakteristike zemlje u kojoj se nalaze. Namera je bila i da se ukaže na mogućnosti i izazove/ograničenja za korišćenje ovog procesa u domenu strateškog planiranja regionalnog razvoja. ABSTRACT Branding of destinations (places) is becoming a topic that is gaining more and more importance, both in the field of academic research and in the domain of practical action (public policies). Although some authors believe that the destination can be treated uniformly, there are certain differences between the branding of countries, regions and cities. The subject of this paper is the analysis of the concept of regional branding and its importance for economic development in the modern global context. Special emphasis is placed on the complexity of the branding process, considering the number of target groups and interested parties. The goal is to become more familiar with the specifics of regional branding in relation to the state and city, bearing in mind the geographical and cultural characteristics of the country in which regions are located. The intention was also to point out the possibilities and challenges/limitations for using this process in the domain of strategic planning of regional development Ključne reči: region, brend, brendiranje destinacija, regionalni razvoj Key words: region, brand, destination branding, regional development. 1552101 0354-7140 2024-02-02T14:04:54.439Z 44 no 46 Dejan Molnar Univerzitet u Beogradu Ekonomski fakultet 0000-0002-6081-8141 application/pdf 568755 https://phaidrabg.bg.ac.rs/o:32682 no yes 18 70 92000001 11A03 DIT : društvo, istraživanje, tehnologije 40 211 221 2023