Internal Perspective on Developing the Brand I Feel Slovenia: Creating its Identity with Experts' Opinion

Abstract

The paper analyses the internal perspective on developing a new brand for Slovenia, I feel Slovenia. The results of creating the identity of Slovenia from the viewpoint of 30 Slovenian experts are presented. Their opinions were collected as the first step of the whole process in building an identity of Slovenia, conducted in year 2007. We invited experts to express their opinion through Delphi method, which was repeated in two iterations. Results of both iterations are presented in the paper. Experts' opinion from key area presented initial, but extremely important basis in developing identity elements of Slovenian brand. According to their opinion the key idea of brand identity should be related to Slovenian nature, which should be reasonable incorporated also in other brand identity elements.