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Document on Subject : "Igor Stamenkovi*, Tatjana Pivac*, Ivana Bleši*, Sne"— Transcript:

1  Igor Stamenkovi*, Tatjan
 Igor Stamenkovi*, Tatjana Pivac*, Ivana Bleši*, Sneana Besermenji* Received: January  | Accepted: March  Abstract e Dragaevo Trumpet Fesval in Gua (e Republic of Serbia) is a unique compeon of folk brass bands in the world and one of the most impornt events of the overall naonal creavi and cultural amaurism in Serbia. erefore, Gua represents an event which is used for branding of tourist oer and musical culture of Serbia at regional and inrnaonal level. e paper delivers the results of a quesonnaire research conducd during the 50th anniversary of e Dragaevo Trumpet Fesval in Gua (DTF) in August 2010. e results were based on 300 ques - inuences, i.e. eects which brands (various adversements of great sponsors and fesval donators) may produce and thus leave an impression on percepon of each visitor as well as on a desnaon itself. Key words: branding, musical fesval, study case, Dragaevo, Gua. Introduction - mercial and polical interests both home and abroad. e key acvies should therefore be focused on creang a song couny of origin eect, which would aact both investors and highly educated workforce (Szondi, ). Furthermore, Anholt () argues that couny and compelling vision for the couny. e sategy should ensure that this vision is support - ed by any kind of communicaon between the home couny and the rest of the world (Fan, ). Kotler and Gertner () suggest that couny names help consumers to evaluate - chase decisions. e authors underline that even when counies do not manage their names as brand names, the laer sll tend to igger a certain image of the couny. e biggest problem with these images lies in their longevi, since they are dicult to change. Perhaps even more not consistent with the real situaon in the couny (Ruzzeir, Konecnik, Petek, ). TURIZAM Volume , Issue  - () Festival Branding – Case Study: The Dragaevo Trumpet Festival in Gua * Obradovia ,  Novi Sad, Serbia; Corresponding author: igorrrogi@yahoo.com  Kotler and Gertner () dene the necessary steps and tools for building a successful couny brand: . formaon of aacve, authenc and unique brand image; . dening characteriscs that form a basis of a song brand; . developing an umbrella concept to cover dierent kinds of branding acvies; . appealing slogan; \r. appealing visual images and symbols; . organisaon of special events. e role of local inhabitants or residents is exemely important in the process of couny branding (Anholt, ; Konecnik, Go, ; Morgan, et al., ; Morgan, et al., ; Pike, \r; Ryan, &#

2 25;). From one point of v
25;). From one point of view, residents can be eated as an internal stakeholder of the couny, as this is the largest group that constutes and lives the brand. eir acve parcipaon in the process of formaon and especially in the process of brand implementaon is precious. In this way, they act as ambassadors of the couny brand. On the other hand, residents can also be eated as an external stakeholder (i.e. like domesc tourists, consumers, etc). Republic of Serbia has two big musical events: Exit fesval and Trumpet Fesval (Assem - bly) in Gu\fa. Exit fesval is a fesval of modern music which actually, on most of its stages, promotes foreign music and musical bands om all over the world. Conary to this, Trum - pet Fesval in Gu\fa promotes domesc, adional and naonal folk music to the guests om the couny and abroad. In recent years, there has been a marked presence of bands i.e. ensembles om other counies such as: France, Italy, Macedonia and others, but not as par - cipants in a compeon. ese are musicians who perform their music during dayme in local restaurants or in the seet. All in all, Trumpet Fesval in Gu\fa, in recent ten years, has promoted and branded Serbia on the map of world and European musical fesvals. From an inconspicuous event of a local character, this fesval has grown into one of the major cultural, musical and tourist happen - ings during a calendar year in the region of the West Balkans. Gua and Dragaevo Festival (Assembly) Gu\fa is a small town in Lu\fani municipali, the area known as Draga\fevo. Lucani munic - ipali has two urban selements: Lu\fani town, as the municipali cene with , inhabitants (with Lu\fani village the total is , inhabitants) and Gu\fa, as the cene of selement communi with , inhabitants, and Gu\fa village with , inhabitants (Populaon, ). e most signicant event, not only for Gu\fa and Draga\fevo, but also for Serbia, Draga\fe - vo Fesval occurred at the celebraon of the Protecon of the Holy Mother of God (Pokrov) on  \n\t October, , in the churchyard of the Church of St. Archangel Gabriel. In \b years of existence, this cultural and tourism event was visited by about eight million visitors, not only om Serbia, but also om all over the world. us, this small town during the fes - val becomes the second largest town in Serbia (right aer Belgrade) and the world’s capital of umpet (Babi, ; Marinkovi, et al., ). Trumpet players om all over Serbia compete for the tles of the best orchesa and solo - ists in three categories: cadet, junior and senior. ere are about a hundred orchesa in qual -  icaons held in eastern, western, southern and cenal Serbia and Vojvodina, whereas the parcipaon in the nals is granted for about for orchesa. e winning tles at Draga\fe - vo Fesv

3 al may open many doors for performances
al may open many doors for performances in famous world meopolises, at domes - c and foreign fesvals, music programmes, television and lms. In ve decades, together with fesval competors, the guests started to arrive to the Fes - val: orchesas, cultural sociees, singing groups, soloists, painters etc., om various parts of Serbia, former Yugoslav republics, and since the mid-eighes also om around the world. e number of parcipants in all Fesval programmes ranges to over twelve hundred, while the number of Fesval visitors is hundreds of thousands – including tens of thousands of for - eigners (visitors om European counies: France, Spain, Greece, Denmark, Italy, and om USA, Mexico, China and many other distant counies). Fesval is the overall review of naonal spirituali including art exhibions, literary meengs, compeon of toast-proposers, all-round naonal sport tournaments, compe - on for the most beauful naonal costumes, performances of folk customs (for instance: Draga\fevo’s wedding ceremony om the  \n\t century) and numerous concerts. e Draga\fe - vo Trumpet Fesval in Gu\fa connues to grow year aer year: today, this musical feast of recognizable naonal skills is growing more popular, more diverse and bigger than ever before (Tadi, et al., ). Fesval is followed by numerous print and eleconic media om the couny and abroad, books and publicaons about this event are wrien, lms are recorded, there are also televi - sion and audio recordings (Marinkovi, et al., ; Babi, ;Tadi, et al., ) e signicance of the DTF in Gu\fa is highlighted in the following data: in Belgrade on th April  the Draga\fevo Trumpet Fesval in Gu\fa received a diploma and status of a Serbian super-brand for the year . e Superbrands instuon was established more than ten years ago in the UK (Tsomokos Group Internaonal) and unl now has been suc - cessfully accepted in  counies around the world. It aims at promong “brands” as a spe - cic markeng sector, as well as awarding qualitave brands, both naonal and internaon - al. is was the rst brand compeon held in Serbia where the votes of the consumers were added to the results of the jury of experts according to the following criteria: recognisabili - , reputaon, quali, reliabili, consistency and adion (Marinkovi, et al., ). is is also a conibuon to prove the quali of the event, regarding its presentaon and preser - vaon of adional features altogether. In addion, the presgious music magazine Rolling Stone listed the Draga\fevo Trumpet Fesval in Gu\fa, Serbia, among top \r European fesvals (hp://www.Gu\fasabor.com/en/ zanimljivos/). In the new issue of its French edion, the Gu\fa Fesval was listed along with the most famous roc

4 k fesvals such as Rock-en-Seine and
k fesvals such as Rock-en-Seine and Rock Werchter in Paris and Brus - sels respecvely. e assessment of one of the most presgious world music magazines is yet another proof of exquisite reputaon the Gu\fa Fesval enjoys in West Europe. World Music Museum, on  \n\t August , proclaimed Trumpet Fesval in Gu\fa the biggest world musical fesval in . “World Music Museum has suggested that Gu\fa Trumpet Fesval should be under protecon of the UNESCO list of non-material heritage.” (http://www.b.net/kultura/vesti.php?nav_category=&yyyy=&mm=&d - d=&nav_id=\r). According to the data of the fesval organizers, the DTF in Gu\fa has been visited by \r million domesc and foreign visitors om  counies and about , umpeters have parcipated to this point. e \r \n\t anniversary of the fesval was visited by ,  peo - ple (Jovanovi, Deli, ).  Methodology of the research In the research of visitors’ atudes towards signicance and recognisabili of the brand e Draga\fevo Trumpet Fesval in Gu\fa there was used a quesonnaire containing eight quesons. Interviewees assessed a degree of their agreement with the presented statements on Likert’s \r-degree scale ranging om:  (I completely disagree),  (I parally disagree),  (Unspecied),  (I parally agree), to  (I fully agree). e data were analyzed in program SPSS.. Descripon of the research sample – e research was conducted in Gu\fa, the larg - est selement in Lu\fani municipali, the western part of the Republic of Serbia where was held om  \n\t to   August . e research was conducted in restaurants, accommo - daon facilies and camping sites om  a.m. to  p.m. daily. In total, \r quesonnaires were disibuted and  (.%) usable quesonnaires were obtained. Results Results of descriptive statistical analysis Based on the results presented in Table , a conclusion can be drawn that, according to vis - itors’ atudes, this event has the greatest importance for the indusial development of the place and municipali, meaning that there are song eects of mulplicaon on other areas of indusy as well. en, according to their atudes, event has great importance for pro - moon and development of other tourist products and services available, i.e. a sale to visi - tors during their stay(food services, accommodaon services, souvenirs, day ips, domesc gasonomic products and other). Interviewees gave the lowest mark to the statement refer - ring to promoon of event (the existence of posters) by local government and departmen - Table1. Descriptive statistical analysis for questions concerning effects which event produces on tourist destination N Minimum Maximum Mean St

5 d. deviation 1. Festival branding is ver
d. deviation 1. Festival branding is very good (there are enough adver - tisements and good brands which are recognizable). 300 1.00 5.00 3.9700 1.00954 2. Event has a strong effect on recognizing Serbia as an organized tourist country. 300 1.00 5.00 3.8433 .91006 3. There are posters which suggest that the event has been supported by the national and local tourist organ - izations. 300 1.00 5.00 3.5800 1.07430 4. There are posters which suggest that the event has been supported by local government and departmental ministries. 300 1.00 5.00 3.3967 1.06917 5. Such event has a strong effect on the industrial devel - opment of the place and municipality. 300 1.00 5.00 4.1267 1.05245 6. Such event has a strong effect on promotion and devel - opment of other tourist products and services at local and regional level. 300 1.00 5.00 4.1400 1.01843 7. Such event has a strong effect on improving the quality of life of local residents. 300 1.00 5.00 3.8367 1.14937 8. Such event has a strong effect on promoting other less - er-known, specic events at regional and national level. 300 1.00 5.00 3.5767 1.29733  tal minisies because the biggest sponsors are breweries, the media and other commercial instuons. Yet, it would be completely expected, even though it is a musical event above all, that there are visibly highlighted logos of state instuons which helped to hold this event (minisies, cultural instuons, various local governments etc). Also, interviewed visitors give low marks to the statement referring to a song promoonal eect of this manifesta - on on other lesser-known, but also specic events at regional and naonal level. is fes - val simply represents the main event which is eagerly ancipated throughout the whole year, so other regional events are probably lile neglected. According to results of analysis of var - iance ANOVA, younger interviewees up to  years old give stascally signicant lower marks than interviewees of other age groups. Standard deviaon of all quesons, except for the second one, is over , which means that there is a great variaon between marks. Results of ANOVA Results of analysis of variance ANOVA (in Table ) regarding interviewees’ age group show existence of stascally signicant dierence in interviewees’ atudes concerning the rst, second, h and eight queson. Based on results of post hoc Schee test, it is analyzed among which age groups there are signicant dierences. Post hoc Schee test neglected the existence of signicance concerning the h queson. At the rst queson, regarding the fesval brand, interviewees under  years give considerably lower marks comparing to interviewees of other age groups, while the highest marks give people over . Since it is about a pical branding where the cenal stadium (where compeon con - certs are held) and all seets, restaurant gardens are covered with the same or similar ban - ners, tents, billboards and posters, and there always appear the same i.e. the biggest spon - sors as well, it has probably produced a lesser e

6 ect on the group of the young ,who usual
ect on the group of the young ,who usually noce such details and probably recognize the importance of branding, but are sll engrossed with other values of the fesval (such as entertainment, meengs, socializing, taking pho - tographs etc). Interviewees belonging to the age group of  years and more gave the third queson (ere are posters which suggest that the fesval has been supported by the naon - al and local tourist organizaons.) signicantly higher marks, assuming that they are guests om local places and their aenon has been drawn by a dierent percepon of the very fes - val and everything happening during those days. at is completely clear because elderly Table 2. Results of analysis of variance ANOVA Item Means F-value Sig. age group 1  20 age group 2 21 - 30 age group 3 31 – 40 age group 4 41 - 50 age group 5 51 – 60 age group 6 61  1. 3.4800 4.0565 4.2222 4.0690 3.5741 4.4286 4.588 0.000* 2. 3.4000 3.7500 4.1481 3.7931 3.8704 4.2857 3.487 0.508 3. 3.8800 3.5000 3.7963 3.6207 3.2778 4.0000 2.306 0.004* 4. 3.4400 3.2581 3.4259 3.5517 3.4630 3.8571 1.118 0.948 5. 4.1600 4.2419 3.9815 4.1724 3.9444 4.2143 0.860 0.045** 6. 4.2000 4.0645 4.1852 4.2069 4.1852 4.2143 0.233 0.351 7. 3.6800 3.7903 4.0370 3.8966 3.8148 3.7143 0.509 0.770 8. 3.8400 3.2419 4.0556 3.8621 3.5926 3.5714 3.779 0.002* *p0,01; **p 0,05 - post hoc Scheffe test discharges signicance;  populaon has no parcular knowledge about work of tourist organizaons and their role in promong events, so they probably answered this queson without any great understand - ing and thinking. With the statement that fesval has a song eect on promong other lesser-known events at regional and naonal level, least agreed interviewees om the age group - years who gave this queson stascally signicant less marks comparing to other inter - viewees. Based on the results presented in Table , a conclusion is drawn that, according to vis - itors’ atudes, this fesval will be highly promoted on its compleon on Face book social network, then on You Tube Channel portal where can be uploaded video clips and recordings of various events which a guest has recorded. is is certainly good because all these ways of promoon are ee and conibute to popularizaon of such and similar events and happen - ings and give possibili to potenal visitors of Facebook and other social networks to get to know the presented material and maybe next year decide to visit the fesval. Unfortunately, the smallest number of visitors will present and perpetuate their visual impressions of this journey on Flickr portal which is used for exchange of professional photographs between photo-amateurs and professional photographers (assuming that this is lesser-known portal). And it is commendable that only a small number of visitors will not upload any photo or video souvenir on World Wide Web Internet network. Based on the results presented in Table , a conclusion is drawn that om the total num - ber of visitors who will upload comments, video clips and/of photographs

7 om this journey on the Internet mo
om this journey on the Internet most of them will be om the age group - years. en, there is the same number of those who will also do it in the age groups of - and \r- years. It is rather Table 3. Descriptive statistical analysis for question concerning uploading comments, video clips and/or photographs from the journey after visiting festival Page Frequency Percent Valid percent Cumulative percent Face book 246 82.0 82.0 82.0 Twitter 17 5.7 5.7 87.7 Flicker 2 0.7 0.7 88.3 YouTube 33 11.0 11.0 99.3 None 2 0.7 0.7 100.0 Total: 300 100.0 100.0 Table 4.Cross tabulation Age /Pages I intend to upload a comment, video clips and/or photographs made during my visit on the following pages Total Facebook Twitter Flicker YouTube None Age Under 20 21 2 0 2 0 25 21-30 95 13 1 14 1 124 31-40 48 0 0 5 1 54 41-50 21 1 0 7 0 29 51-60 47 1 1 5 0 54 61 and more 14 0 0 0 0 14 Total 246 17 2 33 2 300  unusual that there are more of those in the oldest age group than in the youngest, under  years, who will do the same, but on Facebook social network. It is certainly commendable that older populaon uses this way of releasing informaon om their journeys, which con - ibutes to its presentaon and being available to the masses. Based on the results presented in Table \r, a conclusion is drawn that, among the inter - viewees om \r dierent counies, most used social network is Facebook. Based on the results om Tables ,  and \r it is clear that Gu\fa as a fesval should be promoted precise - ly and widely through this social network in dierent ways: creang an ocial prole and special group for supporters. On those pages, it is necessary to update informaon and data regularly and upload throughout the whole calendar year news leers, press releases, various musical clips and performers’ ocial spots. Certainly, there could be adversed many spon - sors of this fesval and also invited users and members to point out, on their own proles, certain informaon which is important especially in the period of announcing the event of the new fesval. Doubtless, the research also indicated that You Tube portal is very useful and important channel of promoon and disibuon of informaon to the present as well as future potenal visitors of this fesval. Conclusion e Draga\fevo Trumpet Fesval in Gu\fa (e Republic of Serbia) is a unique compeon of folk brass bands in the world and one of the most important events of the overall naonal creavi and cultural amateurism in Serbia. erefore, Gu\fa represents an event which is used for branding of tourist oer and musical culture of Serbia at regional and internaon - al level. Table 5. Crosstabulation Country / Pages I intend to upload a comment, video clips and/or photographs made during my visit on the following pages Total Facebook Twitter Flickr YouTube None Country Serbia 174 16 0 20 2 212 France 11 0 0 0 0 11 B&H 9 0 2 3 0 14 Republic of Srpska 13 0 0 3 0 16 Croatia 2 0 0 0 0 2 Slovenia 19 0 0 4 0 23 Germany 2 1 0 1 0 4 Hungary 2 0 0 0 0 2 Montenegro 2 0 0 0 0 2 Spain 2 0

8 0 0 0 2 Sweden 2 0 0 0 0 2 Italy 4 0 0 1
0 0 0 2 Sweden 2 0 0 0 0 2 Italy 4 0 0 1 0 5 Bulgaria 2 0 0 1 0 3 Belgium 1 0 0 0 0 1 Macedonia 1 0 0 0 0 1 Total 246 17 2 33 2 300  Branding process of events refers to managerial processes that endow any given event with a unique iden and image, presents event with a possibili of being clearly and posi - vely idened and thus dierent and recognizable om competors. Compared to classical products and services, branding geographical areas and tourist desnaons (cies, regions, counies, events etc) is a process whereby a region acvely cre - ates its iden with the objecve of as quali as possible posioning in the domesc and internaonal market as desirable desnaons for tourism, ade, investments, and similar. Naturally, stakeholders choose both with their emoons, their hearts, but also with their minds (Paliara, et al., ). From the conducted research there could be concluded that it is necessary to make a beer concept and branding sategy of this event. It is also necessary to thoroughly deal with logisc and organizaonal problems before and during Trumpet Fesval. is would improve the eect of this musical event on aacng new tourists as well as the eect on quali of other products and services in Gu\fa. Trumpet Fesval should have a songer eect on indusial development of the place and municipali, then on beer promoon and development of other tourist products and services at local and regional level and certainly on improving the quali of life of local residents. It is necessary to promote event more dur - ing a whole year on dierent social networks and portals. Apart om Facebook, which is the most popular and where the event is the most represented, a prole and fan page should be created on Tweeter and my Space as well and many promo video teasers uploaded on You Tube Channel and photographs on Flicker portal. Acknowledgement is study resuld as a part of Naonal project of Minisy of Science and Technological Develop - ment: “Social relaonship between Serbs and Croats, naonal iden and minori rights with regard to European ingraon”, No. . References Anholt, S. (). Naon Brands of the st Century. Journal of Brand Management  (\r), \r- . Babi, D. (). e story about the Serbian umpet. Belgrade book, Belgrade. (in Serbian) Jovanovi, V., Deli, U. . Characteriscs of Events and their Impact on Development of tourism in Serbia. Journal Turizam i Holijerstvo , - Fan, Y. (). Branding the naon: What is being branded? Journal of Vacaon Markeng  (January), \r-. Konecnik, M., Go, F. (). Tourism desnaon brand iden: e case of Slovenia. Jour - nal of Brand Management , \r (January), -. Kotler, P., Gertner, D. (). Couny as bra

9 nd, product and beyond: A place marke
nd, product and beyond: A place markeng and brand management perspecve. Journal of Brand Management  (April), -. Marinkovi, R., Stoji, N., Slavkovi, J. (). e Draga\fevo Trumpet Fesval -\r. Cene om culture, sport and tourism in Lu\fani municipali, Draga\fevo, Gu\fa. (in Ser - bian)  Marinkovi, R., Slavkovi, J., Stoji, N. (). e Draga\fevo Trumpet Player. Magazine  , Cene om culture, sport and tourism in Lu\fani municipali, Draga\fevo, Gu\fa. (in Serbian) Morgan, N., Pritchard, A., Piggot, R. (). New Zealand, % pure. e creaon of a powerful niche desnaon brand. Journal of Brand Management  (April), \r-\r. Morgan, N., Pritchard, A., Piggot, R. (). Desnaon branding and the role of the stakeholders: e case of New Zealand. Journal of Vacaon Markeng  (June), \r–. Paliaga, M., Franji, Z., Sunje Šok\fevi, Z. (). Methodology of valuaon of cies’ brands, Ekonomska isaivanja , , , -. Populaon- Comparave populaon in , \r, , , ,  and , data by selements. Belgrade, May . (in Serbian) Pike, S. (\r). Tourism desnaon branding complexi. Journal of Producnd Brand Man - agement  (/\r), \r-\r. Ruzzeir, Konecnik, M., Petek, N. (). Couny Brand I feel Slovenia: First Response om locals. EconomicResearch , \r, , \r-. Ryan, C. (). e polics of branding cies and regions: e case of New Zealand. In Desnaon brands: Managing place reputaon, edited byNigel Morgan, Annee Pritchard and Roger Pride. Buerworth-Heinemann, Oxford. Szondi, G. (). e role and challenges of couny branding in ansion counies: e Cenal and Eastern European experience. Place Branding and Public Diplomacy  (Janu - ary), -. Tadi, A., Slavkovi, M. J, Stoji, N., Marinkovi, R. (). Half-century Gu\fa Trum - pet Fesval om  to . Tourist informaon of Serbia, Belgrade, . (in Serbian) hp://www.Gu\fasabor.com/en/zanimljivos/ http://www.b.net/kultura/vesti.php?nav_category=&yyyy=&mm=&d - d=&nav_id=\r TURIZAM | Volume , Issue , - () Festival Branding – Case Study: The Dragaevo Trumpet Festival in Gua TURIZAM | Volume , Issue , - () Igor Stamenkovi, Tatjana Pivac, IvanaBleši, SneanaBe