Country Brand I Feel Slovenia: First Response from Locals

Economic Research, 2012, vol. 25, no. 2, pp. 465-484

20 Pages Posted: 14 Mar 2013  

Maja Konecnik Ruzzier

University of Ljubljana - Faculty of Economics

Nusa Petek

University of Ljubljana

Date Written: March 14, 2013

Abstract

The paper analyses the concept of country branding. The focus is placed on influential stakeholders who should participate in brand development and implementation. Specifically, the extremely 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, which was implemented in 2007. 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

JEL Classification: M31, M39

Suggested Citation

Konecnik Ruzzier, Maja and Petek, Nusa, Country Brand I Feel Slovenia: First Response from Locals (March 14, 2013). Economic Research, 2012, vol. 25, no. 2, pp. 465-484. Available at SSRN: https://ssrn.com/abstract=2233204

Maja Konecnik Ruzzier (Contact Author)

University of Ljubljana - Faculty of Economics ( email )

Kardeljeva ploscad 17
Ljubljana, 1000
Slovenia

Nusa Petek

University of Ljubljana ( email )

Kardeljeva ploscad 17
Ljubljana, 1000
Slovenia

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