Country Brand I Feel Slovenia:First Response from Locals

The paper analyses the concept of country branding. The focus is placed on influential stakeholders who should participate in country brand development and implementation. Specifically, the important role of local inhabitants is stressed. The paper focuses on the country branding in Slovenia and investigates the residents' first response to the new brand I feel Slovenia. The research was conducted half a year after the new brand was born. The results imply that the brand has great potential to become successful, since it is generally well recognised and perceived by its largest internal stakeholder group - local inhabitants.