The scientific research study titled Cultural Branding: Glagolitic Script constitutes a significant contribution to showcasing the Republic of Croatia’s membership in the European Union and commemorating the ninth anniversary of the Cultural Branding project. In 2023, the Glagolitic script made its mark on euro coins with denominations of 5, 2, and 1 cent, serving as a tangible representation of cultural branding through the embodiment of the Croatian Glagolitic alphabet – the traditional Croatian script. This study introduces the Circular Creativity Model, and the established methodology is applicable to various thematic orientations rooted in cultural identity. The essence of the Circular Creativity Model lies in the deliberate and guided “circulation” of a fundamental cultural template (a literary text) across all creative industry sectors. This circulation allows for the interpretation of the fundamental cultural template within diverse creative mediums, culminating in a fully branded conceptual origin. The scientific research study Cultural Branding: Glagolitic Script describes and critically analyses the sectoral circulation process of the novel Az (Horvat 2009), as well as the effect of branding established by such “circulation”.
