Juraj Dobrila University of Pula, Department of Economics and Tourism \u27Dr. Mijo Mirkovic\u27
Abstract
The paper analyses the concept of
country branding. The focus is
placed on influential stakeholders
who should participate in country
brand development and implementation.
Specifically, the 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. 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.Rad analizira koncept brendiranja države. Središte pažnje je na utjecajnim dionicima
koji bi trebali sudjelovati u razvoju i implementaciji branda. Točnije rečeno, naglašava se
iznimno važna uloga lokalnog stanovništva. Rad se usredotočuje na brendiranje države u
Sloveniji i istražuje prvi odgovor stanovnika na novi brend I feel Slovenia koji je implementiran
2007. Istraživanje je provedeno godinu i pol nakon uvođenja novog branda. Rezultati ukazuju
na to da brend ima velike potencijale za uspjeh jer je općenito dobro prepoznat i percipiran od
strane najveće unutarnje interesne skupine – lokalnog stanovništva
