Brand I Feel Slovenia: Inclusion of the Key Areas’ Representatives in the Branding Process
Maja Konecnik Ruzzier,
Petra Lapajne and
Davorin Milinovic Additional contact information Maja Konecnik Ruzzier: University of Ljubljana, Slovenia
Nusa Petek: University of Ljubljana, Slovenia
Petra Lapajne: Pristop, Slovenia
Davorin Milinovic: Pristop, Slovenia
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.