Focusing a City Branding Strategy on a Luminary: A Case Study of Trebinje and Jovan Dučić

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.