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
Date Written: March 14, 2013
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: Suggested Citation