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

Maja Konecnik Ruzzier, Leslie de Chernatony

Research output: Contribution to journalArticlepeer-review


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 languageEnglish
Pages (from-to)45-52
Number of pages8
JournalJournal of Business Research
Issue number1
Early online date15 Jun 2012
Publication statusPublished - Jan 2013


  • brand
  • country
  • place
  • identity
  • stakeholders
  • I feel Slovenia


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