%0 Journal Article
%T Brand I Feel Slovenia: Inclusion of the Key AreasĄŻ Representatives in the Branding Process
%A Maja Konecnik Ruzzier
%A NuŁża Petek
%A Petra Lapajne
%A Davorin Milinovic
%J Management
%D 2011
%I University of Primorska
%X The paper presents the part of the process of I feel Slovenia brand developmentin which we investigated 707 respondents from key stakeholdergroups. Respondents were representatives of all key stakeholdergroups in the country who, along with the other two target groups (opinionleaders and local inhabitants), represented the most importantstakeholders in the process of country brand development. A strongagreement regarding brand identity elements is evident from researchresults, which imply that identity elements shared by representativesfrom different internal stakeholder groups should form the basis of astrong country brand. Such brand foundation represents a strong preconditionfor a country brand, which could through hard and systematicwork become a strong and successful brand.
%K brand
%K country
%K Slovenia
%K I Feel Slovenia
%K stakeholder groups
%U http://www.fm-kp.si/zalozba/ISSN/1854-4231/6_399-417.pdf