University of Maribor, Faculty of Organizational Sciences
Abstract
The paper analyses the internal perspective on developing a new brand for Slovenia, I feel Slovenia. The results of creating the identity of Slovenia from the viewpoint of 30 Slovenian experts are presented. Their opinions were collected as the first step of the whole process in building an identity of Slovenia, conducted in year 2007. We invited experts to express their opinion through Delphi method, which was repeated in two iterations. Results of both iterations are presented in the paper. Experts' opinion from key area presented initial, but extremely important basis in developing identity elements of Slovenian brand. According to their opinion the key idea of brand identity should be related to Slovenian nature, which should be reasonable incorporated also in other brand identity elements.Pričujoči prispevek osvetljuje notranji pogled na razvoj nove znamke Slovenije oz. znamke I feel Slovenia. V danem pogledu predstavljamo rezultate začetnega oblikovanja njene identitete, ki je bila osnovana na podlagi mnenj 30 strokovnjakov, ki smo jih povabili k sodelovanju v okviru izvedene delfi metode. Delfi metoda je bila izvedena v dveh krogih, katerih rezultati so podrobneje predstavljeni v prispevku. Mnenja strokovnjakov s ključnih področij predstavljajo začetno, vendar pomembno osnovo pri postavitvi in oblikovanju identitetnih elementov znamke Slovenije. V kolikor povzamemo le ključno razmišljanje strokovnjakov, lahko rečemo, da mnenje strokovnjakov jasno nakazuje, da je potrebno v izhodišče identitete Slovenije vključiti naravo, nanjo pa navezati tudi ostale pomembne elemente njene identitete
