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Nation Branding And Nation Brand Equity: The Case Of Slovakia, Pardon Me, Slovenia (Summary Brief), Arne Baruca
Nation Branding And Nation Brand Equity: The Case Of Slovakia, Pardon Me, Slovenia (Summary Brief), Arne Baruca
WCBT Faculty Publications
The purpose of this study is to explore and discuss whether Slovenia, a Central European country, has the possibility of developing a nation brand. As a new country Slovenia faces recognition problems and is thus being confused with other countries; specifically with its “twin-country” Slovakia. This is a case-based paper. The author uses a previously developed nation brand equity model (Dinnie 2008) to illustrate and explore the nation brand equity of Slovenia. The exploratory study shows that Slovenia has the elements of the nation brand equity model, and therefore has all the needed potential to develop the nation brand. This …