Božo Skoko

PhD Božo Skoko

Božo Skoko is an full professor at the Faculty of Political Science of the University of Zagreb, where he is head of the Public Relations postgraduate study. His scientific interests are: public relations and communications, international relations, national identity and image, as well as media. He is the co-founder of Millenium promocija, the leading Croatian public relations agency. He is a long-time strategic communications consultant. He is a former journalist and editor with Croatian Television. He is the author of seven books and over seventy scientific papers on public relations, the media and managing the identity and image of Croatia. He is a columnist with the daily newspaper Večernji list.
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Image Management and Brand Creation

Lecturer: Božo Skoko PhD
External Collaborator: Igor Vukasović

Course description

The aim of this course is to introduce students to the image phenomenon as a central subject of interest in PR management, as well as to familiarize them with brand creation processes, which represent one of the most demanding areas within this profession.

As a reminder, Kotler (1997) defines image as a collection of beliefs, ideas and impressions that someone has on a certain subject. Whereas identity encompasses the way a company attempts to position itself and its products, image is the way that the public perceives the company or its products. Given that this public image is often more important than the facts themselves, the aim of this course is to study the ways of forming and influencing this perception. Since the forming of an image is somewhat complex and numerous factors affect its creation, such as level of awareness, preconceptions, stereotypes, media reporting and so on, image management represents one of the most challenging areas of communication that demands complex knowledge and know-how on various strategic tools. For this reason, as part of this course, upon introducing the student to image theories, we will especially concern ourselves with the particular characteristics of image management in various categories, such as products, corporation, political institutions, states, cities, regions, as well as individuals from the world of politics and show business. The other part of the course is related to creating brands in all those areas, which is the final scope of image management. The subject in question is creating recognizable, reputable and valuable economic subjects on the market, which come into existence thanks to concrete advantages, name, identity and image, while at the same time stirring unique feelings in the public, that is, market. The presentation of methods, techniques and approaches will enable the acquiring of a holistic approach in managing the value chain of the brand during its life cycle (brand meaning – brand strength – brand value), and will familiarize students with the specific creative strategies and tactics, through which brands are built, kept alive, defended and strengthened.