Country as a brand: The case of Slovenia

ABSTRACT: Globalization, continuous changes in a global market, greater awareness of countries in need of country branding and competition were the main reason countries started to create their brands. This Thesis presents various aspects of a country brand and branding. The topic is extremely convoluted. It is explained why and if a country can be understood as a brand, what are the techniques of successful country branding, key elements of a country brand are exposed and it's stakeholders identified. Criteria of a successful country brand are examined benefits of a strong country brand on different areas of interest discussed. Later on analysis of the country brand of Slovenia is conducted in the terms of construction of the brand, stakeholders, country brand elements, management and success of the brand. The aim of the thesis is to emphasize the importance of effective country branding and numerous positive benefits of a strong country brand for all aspects of the country. Objective of the Thesis is to answer the question if Slovenia has a strong and successful country brand and the impact this has on the welfare of Slovenia. Keywords: Country branding, Country identity, Country image, Stakeholders, Slovenia. …………………………………………………………………………………………………………………………