WIPO Inter-Regional Seminar on the Role in Intellectual Property (IP), in Particular, Trademarks (TM) and Geographical Indications(GIs), in Creating, Developing and Strengthening a National Brand

Developing a Nation Brand: 3 Slovenian Case Studies

dr. Miro KlineUniversity of Ljubljana, FDV

Prague, 26. and 27. 11. 2009

Content

1. Theoretical background and concepts

2. Case 1.1 Slovenia nation brand 1984

3. Case 1.2 Slovenia nation brand 1995

4. Case 1.3 Slovenia nation brand 2007

5. Comparison between three branding attempts

6. What can we learn from these examples

Six basic concepts used in building and analyzing a brand:

• Identity

• personality

• Identification system

• Communication

• Image / reputation / BEQ

• Stakeholder groups

ELEMENTS OF CISfor Slovenia nation brand – 1985

(In 1985 Slovenia is one of the ex Yugoslav republics)

Case 1.1

Sign / simbol of NTB 1985

1985 logo NTB with Tag line

logo NTB 1985 - 1994

ELEMENTS OF CISfor Slovenia nation brand – 1995

(Slovenia is an independent state, looking to become part of EU and NATO)

Case 1.2

Sign / simbol of NTB 1995

Slovenian NTB logo from 1995 to 2006

ELEMENTS OF CISfor Slovenia nation brand – 2007

(Slovenia has a new government and has become a member of EU and NATO)

Case 1.3

Sign / simbol of NTB 2007

Slogan / tag line of the NTB 2007

I feel love / Slovenia

Slovenian NTB logo from 2007

Comparison of three solutions for Slovenia nation brand

1985 – 1995 – 2007

Comparison of three logos of Slovenian tourism brand in different time and also historic moments

1985

1995

2007

Comparison of CIS elements of three planned attempts to build a SNB

Elements of CIS 1984 1995 2007

On the sunny The green piece I feel

side of the Alps of Europe love

Name / logotype

Sign / simbol

Color system

Tag line

Logo

Results 1/2

• Generaly not much change happend in 25 years working on Slovenian NB:- awarenes / recognition is stil low – - image of Slovenija is unclear – positioning in the mind of STK is not rigt - due to wrong perception from STK Slovenian potential is not fully exploated – politicaly and - economicaly.

Results 2/2

• Problems that hystory of three case studies teaching us:- selection of key identity element – in the line of strategy – differentiation and positioning- visual coding of right identity into the elements of nation brand is questionable - underinvetment in brand – marketing communications

- level of resources- continuity.

Key issues in working on projects targeted  to developing nations as a brands

Author    Themes and issues

Mihailovich (2006)   - simplistic strap line approach to nation branding is counter-productive- altruistic long term goals have to based on forms of cluster and kinship alliances

O'Shoughnessy and Jackson (2000)

- image of nation is complex and fluid - different parts of identity come into focus at the different times (political event, news, …)

Gilmore (2002) - truthfulness is important in constructing the nation-brand- use existing values of the national culture not false promise

Olins (2003)       - the techniques of branding are applicated to every area of  mass communications; political leaders, nations, regions, …

Aldersey-Wlliams (1998)         

- the branding or rebranding of a nation is a controversial

and  highly politicized activity

Anholt (2007)            - politicians need to avoid the explicit use of branding

vocabulary

Conclusions

• 25 years of experiences on building NB that we can share:

- relationships among client(s) – and brand building teams

- low level of know how about branding on the client and agency side

- team of experts shows strong orientation toward advertising instead toward branding

Thank you for your attention!