Aware of the fact that Croatia has several times throughout the history put the world in its debt with its numerous inventions, that Croatian inventors and scientists are one of the leaders of revolutionary discoveries in their area, that Croatian innovators and entrepreneurs in the field of new technologies have won numerous awards for innovativeness on prestigious international competitions and that life of a modern man cannot be imagined without Croatian innovations, the research question has arisen about the use of innovativeness as Croatian added value and advantage on which individual country image can be built. The importance of an country image and its impact on economic, cultural and political system of the country itself, represents a topic that has been systematically dealt with by scientists in the last ten years. The image of the country has ever increasing role in a globalized world by directly reflecting the power of a country, its impact in international relations and the reason why a person would visit a country and/or use its products. Likewise, innovations have been spreading at a staggering rate in the last decades as the result of a major progress in communication networked society. However, marketing, promotion and communication approach of using innovativeness as the identity feature, image enhancement and country promotion has not been sufficiently researched in the world, and especially in Croatia. This paper deals exactly with the role of innovativeness, as a common term for invention, innovation, innovation capacity and process of innovation dissemination, in a country image building. The scientific contribution of the paper is based on results of the conducted research, from which it is apparent that respondents consider innovation as a very significant feature of a country image, but they do not correlate it with the image of Croatia, which is still primarily identified with tourism and sport successes, while innovativeness, science and high technology represent Croatia’s image to the lowest extent. Although respondents consider Croatia as a country that has given the world several inventions/innovations and inventors/innovators, it is obvious that the majority of respondents does not recognize numerous Croatian innovations as Croatian, which additionally confirms the finding that Croatia does not build its image on innovativeness.