Developing and Applying a Place Brand Identity Model: The Case of Slovenia

17 Pages Posted: 30 Dec 2012 Last revised: 17 Mar 2013

Maja Konecnik Ruzzier

University of Ljubljana - Faculty of Economics

Leslie de Chernatony

University of Lugano; Aston University - Aston Business School

Date Written: December 29, 2012

Abstract

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

Konecnik Ruzzier, Maja and de Chernatony, Leslie, Developing and Applying a Place Brand Identity Model: The Case of Slovenia (December 29, 2012). Journal of Business Research, Vol. 66, No. 1, 2013. Available at SSRN: https://ssrn.com/abstract=2194627 or http://dx.doi.org/10.2139/ssrn.2194627

Maja Konecnik Ruzzier (Contact Author)

University of Ljubljana - Faculty of Economics ( email )

Kardeljeva ploscad 17
Ljubljana, 1000
Slovenia

Leslie De Chernatony

University of Lugano ( email )

Via Sole 14
CH-6904 Lugano, Ticino 6900
Switzerland

Aston University - Aston Business School ( email )

Aston Triangle
Birmingham, B47ET
United Kingdom

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