Brand I Feel Slovenia: Inclusion of the Key Areas’ Representatives in the Branding Process
研究了707名关键利益相关者代表对国家品牌“我感受斯洛文尼亚”的认同，发现内部群体共享的身份元素是打造强大国家品牌的基础。
The paper presents the part of the process of I feel Slovenia brand development in which we investigated 707 respondents from key stakeholder groups. Respondents were representatives of all key stakeholder groups in the country who, along with the other two target groups (opinion leaders and local inhabitants), represented the most important stakeholders in the process of country brand development. A strong agreement regarding brand identity elements is evident from research results, which imply that identity elements shared by representatives from different internal stakeholder groups should form the basis of a strong country brand. Such brand foundation represents a strong precondition for a country brand, which could through hard and systematic work become a strong and successful brand.