Developing Brand Identity for Slovenia with Opinion Leaders

Baltic Journal of Management, 2012, Vol. 7, No. 2, pp. 124-142

21 Pages Posted: 16 Mar 2013  

Maja Konecnik Ruzzier

University of Ljubljana - Faculty of Economics

Date Written: March 15, 2013


Purpose: The purpose of the paper is to present the first systematic approach toward brand development in country Slovenia. The approach was of a holistic nature as relevant areas (i.e. economy, tourism, culture, science, sport) and related key stakeholders that affect and co-create the Slovenia brand had been determined in advance and invited to participate in building Slovenia's identity.

Design/Methodology/Approach: Specifically, the paper presents the results of creating the identity of the I feel Slovenia brand from the viewpoint of 30 Slovenian opinion leaders. We invited experts to express their opinions through a Delphi method, which was repeated in two iterations. The results of both iterations are presented in the paper. Their opinions represented the first step of the process in developing identity elements of the Slovenia brand.

Practical Implications: The development of brand identity with opinion leaders represents the first, but very important step towards a systematic process in developing the country brand of Slovenia.

Findings: According to opinion leaders, the key idea of brand identity should be related to Slovenian nature, which should also be reasonably incorporated in other brand identity elements.

Originality/Value: The brand building process was executed on a real example of the country of Slovenia, which has never been a strong country brand. The paper could serve as a case study for other countries in Central and Eastern Europe, which have not worked seriously on their country brands until now.

Keywords: brand, country, Slovenia, identity, Delphi method, I feel Slovenia, opinion leaders

JEL Classification: M31, M39

Suggested Citation

Konecnik Ruzzier, Maja, Developing Brand Identity for Slovenia with Opinion Leaders (March 15, 2013). Baltic Journal of Management, 2012, Vol. 7, No. 2, pp. 124-142. Available at SSRN:

Maja Konecnik Ruzzier (Contact Author)

University of Ljubljana - Faculty of Economics ( email )

Kardeljeva ploscad 17
Ljubljana, 1000

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