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Brand I Feel Slovenia: Inclusion of the Key Areas’ Representatives in the Branding Process

Author

Listed:
  • Maja Konecnik Ruzzier

    (University of Ljubljana, Slovenia)

  • Nusa Petek

    (University of Ljubljana, Slovenia)

  • Petra Lapajne

    (Pristop, Slovenia)

  • Davorin Milinovic

    (Pristop, Slovenia)

Abstract

The paper presents the part of the process of I feel Slovenia brand development in which we investigated 707 respondents from key stakeholder groups. Respondents were representatives of all key stakeholder groups in the country who, along with the other two target groups (opinion leaders and local inhabitants), represented the most important stakeholders in the process of country brand development. A strong agreement regarding brand identity elements is evident from research results, which imply that identity elements shared by representatives from different internal stakeholder groups should form the basis of a strong country brand. Such brand foundation represents a strong precondition for a country brand, which could through hard and systematic work become a strong and successful brand.

Suggested Citation

  • Maja Konecnik Ruzzier & Nusa Petek & Petra Lapajne & Davorin Milinovic, 2011. "Brand I Feel Slovenia: Inclusion of the Key Areas’ Representatives in the Branding Process," Management, University of Primorska, Faculty of Management Koper, vol. 6(4), pages 399-417.
    • Handle: RePEc:mgt:youmng:v:6:y:2011:i:4:p:399-417
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