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Developing and applying a place brand identity model: The case of Slovenia

11.02.2014Comments are closed.

Keywords:

Brand;
Country;
Place;
Identity;
Stakeholders;
I feel Slovenia.

Author(s):

Maja Konečnik Ruzzier, PhD (University of Ljubljana, Faculty of Economics); Leslie de Chernatony, PhD (Università della Svizzera italiana, Lugano; Aston Business School, Birmingham)

Abstract

This paper reviews the concept of place brand identity within the supply side aspect of place branding. With no widely accepted model of place brand identity, the paper proposes a new model, which has its roots in marketing, tourism and sociological theory. The model focuses on the country brand of Slovenia, representing the first systematic branding process in Slovenia’s short history. The development of a research program followed a holistic approach involving key influencers and enactment stakeholders. This novel approach has several advantages over the previously uncoordinated country branding attempts.

Journal:

Journal of Business Research; Volume 66, Issue 1, January 2013, Pages 45–52

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