The focus of entities nowadays is not only on financial results but also on ecological and social impacts of their businesses. This focus should be applied to all marketing principles. Unlike research on contributions, which emphasizes its general importance for entities' operation in the...

One of the biggest challenges in place branding lies in the ability to include stakeholders in brand building process. This is presented in the case of Slovenia, where country brand building was approached from an identity perspective. A three-step approach was employed in order to target three...

The paper analyses the concept of country branding. The focus is placed on influential stakeholders who should participate in brand development and implementation. Specifically, the extremely important role of local inhabitants is stressed. The paper focuses on the country branding in Slovenia...

Recently academics outlined the importance of brand relationships and brand experiences as building blocks of brand identities. New marketing communication tools, which enable interactions and consumer engagement, are among the most important tools mentioned for strengthening brand relationships...

Recently academics outlined the importance of brand relationships and brand experiences as building blocks of brand identities. New marketing communication tools, which enable interactions and consumer engagement, are among the most important tools mentioned for strengthening brand relationships...

The paper presents the part of the process of I feel Slovenia brand development in which we investigated 707 respondents from key stakeholder groups. Respondents were representatives of all key stakeholder groups in the country who, along with the other two target groups (opinion leaders and...