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

Maja Konecnik Ruzzier, Nusa Petek, 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

Management, 2011, vol. 6, issue 4, 399-417

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.

Keywords: brand; country; Slovenia; I Feel Slovenia; stakeholder groups (search for similar items in EconPapers)
Date: 2011
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.fm-kp.si/zalozba/ISSN/1854-4231/6_399-417.pdf full text in Slovene (application/pdf)
http://www.fm-kp.si/zalozba/ISSN/1854-4231/6_419-421.pdf abstract in English (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:mgt:youmng:v:6:y:2011:i:4:p:399-417

Ordering information: This journal article can be ordered from
http://www.mng.fm-kp.si

Access Statistics for this article

Management is currently edited by Klemen Kavcic

More articles in Management from University of Primorska, Faculty of Management Koper Contact information at EDIRC.
Bibliographic data for series maintained by Alen Jezovnik ().