Developing and Applying a Place Brand Identity Model: The Case of Slovenia
17 Pages Posted: 30 Dec 2012 Last revised: 17 Mar 2013
Date Written: December 29, 2012
This paper reviews the concept of place brand identity within the supply side aspect of place branding. With no widely accepted model of place brand identity, the paper proposes a new model, which has its roots in marketing, tourism and sociological theory. The model focuses on the country brand of Slovenia, representing the first systematic branding process in Slovenia’s short history. The development of a research program followed a holistic approach involving key influencers and enactment stakeholders. This novel approach has several advantages over the previously uncoordinated country branding attempts.
Keywords: brand, country, place, identity, stakeholders
JEL Classification: M31, M39
Suggested Citation: Suggested Citation