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.
Original language | English |
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Pages (from-to) | 45-52 |
Number of pages | 8 |
Journal | Journal of Business Research |
Volume | 66 |
Issue number | 1 |
Early online date | 15 Jun 2012 |
DOIs | |
Publication status | Published - Jan 2013 |
Keywords
- brand
- country
- place
- identity
- stakeholders
- I feel Slovenia