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Vol 16, Issue 1, 2024
Pages: 279 - 288
Preliminary report/Short communication
Architecture Editor: Maja Ilić
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Published: 12.06.2024. Preliminary report/Short communication Architecture Editor: Maja Ilić

FOCUSING A CITY BRANDING STRATEGY ON A LUMINARY: A CASE STUDY OF TREBINJE AND JOVAN DUČIĆ

By
Siniša Cvijić ,
Siniša Cvijić
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Faculty of Architecture, Civil Engineering and Geodesy, University of Banja Luka, Banja Luka, Bosnia and Herzegovina

Jasna Guzijan ,
Jasna Guzijan
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Faculty of Architecture, Civil Engineering and Geodesy, University of Banja Luka, Banja Luka, Bosnia and Herzegovina

Miroslav Malinović ,
Miroslav Malinović
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Katedra za istoriju i teoriju arhitekture i zaštitu graditeljskog nasljeđa, Faculty of Architecture, Civil Engineering and Geodesy, University of Banja Luka, Banja Luka, Bosnia and Herzegovina

Milijana Okilj ,
Milijana Okilj
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Republic Institute for the Protection of the Cultural, Historical and Natural Heritage, Banja Luka, Bosnia and Herzegovina

Simo Radić
Simo Radić
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Herzegovina Museum Trebinje, Trebinje, Bosnia and Herzegovina

Abstract

Trebinje is a city with a rich cultural and historical heritage associated with influential historical figures who have played a role in its physical construction and contributed to its identity. Legends about these people are a part of the city’s rich intangible cultural heritage and they can provide a solid basis for city branding.

This paper examines the possibilities of using a renowned person – more specifically, the poet, diplomat, art collector and patron Jovan Dučić – for branding Trebinje. The focus of the study is the tangible and intangible heritage associated with Jovan Dučić and covering all the crucial aspects of focusing the city branding strategy on a luminary.

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