Preliminary communication

COUNTRY BRAND I FEEL SLOVENIA: FIRST RESPONSE FROM LOCALS

MAJA KONECNIK RUZZIER
NUSA PETEK

Abstract

The paper analyses the concept of
country branding. The focus is
placed on influential stakeholders
who should participate in country
brand development and implementation.
Specifically, the important role of local
inhabitants is stressed. The paper focuses
on the country branding in Slovenia and
investigates the residents’ first response
to the new brand I feel Slovenia. The
research was conducted half a year after
the new brand was born. The results
imply that the brand has great potential
to become successful, since it is generally
well recognised and perceived by its
largest internal stakeholder group – local
inhabitants.

Keywords

brand; country; locals; Slovenia; I feel Slovenia

Hrčak ID:

86647

URI

https://hrcak.srce.hr/86647

Publication date:

15.6.2012.

Article data in other languages: croatian

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