Branding Slovenia: “You can’t spell Slovenia without love”

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Abstract

The newly created nation-states of the former Yugoslavia have recently joined a number of other poorer nations around the world-from Nigeria and Rwanda to Romania and Turkey-that have become a hot market for so-called nation branders. Nation branders argue that smaller and poorer nations in particular need to work on developing their recognizable image in the global marketplace (Anholt, 2003, 2007; Holt, 2004; Kotler & Gertner, 2002; Olins, 1999; Papadopoulos & Heslop, 2002) in order to increase visibility, attract tourists and foreign investors, expand exports, promote their international profiles among members of international organizations, and, importantly, mobilize patriotism at home.

Original languageEnglish
Title of host publicationBranding Post-Communist Nations
Subtitle of host publicationMarketizing National Identities in the "New" Europe
PublisherTaylor & Francis
Pages147-167
Number of pages21
ISBN (Electronic)9781136658006
ISBN (Print)9780415882750
DOIs
Publication statusPublished - 1 Jan 2011
Externally publishedYes

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