Tržna znamka države: študija primera Slovenije

Miro Kline (Author), Dario Berginc (Author)

Abstract

V prispevku je prikazan koncept identitete, imidža in tržne znamke države, pa tudi samo ozadje vrednotenja in percepiranja države kot tržne znamke. Kot ključni element je v nadaljevanju predstavljen model graditve tržne znamke države, v katerem je še posebej poudarjen pomen komuniciranja. Na model je vezan tudi empirični del prispevka, študija primera Slovenije. V njej so predstavljeni rezultati analize vlaganj v komuniciranje ter poznanosti, imidža in ugleda Slovenije v svetu in Evropi v primerjavi z nekaterimi drugimi evropskimi državami, predvsem kandidatkami za Evropsko unijo.

Keywords

Tržni mehanizmi;Blagovne znamke;Država;Identiteta;Celostna podoba;Slovenija;

Data

Language:	Slovenian
Year of publishing:	2003
Typology:	1.01 - Original Scientific Article
Organization:	UL FDV - Faculty of Social Sciences
UDC:	339.13
COBISS:	22690909
ISSN:	0040-3598
Parent publication:	Teorija in praksa
Views:	790
Downloads:	273
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary abstract:	The article presents the concept of country identity, image and brand, and the background of assessment the country as a brand. Further, there is presented the country brand-building model as a crucial element, in which the meaning of communication is specially emphasized. The model is also connected with the empirical part of the article, i.e. the case study of Slovenia. Here, the following results are presented: the results of the analysis of investing in tourism promotion, analysis of acquaintance, image and reputation of Slovenia in Europe and in the world in comparison with other European countries, especially competitors in association with European Union.
Secondary keywords:	Market mechanism;Trademarks;State;Identity;Image;Slovenia;
Type (COBISS):	Not categorized
Pages:	str. 1040-1057
Volume:	ǂLet. ǂ40
Issue:	ǂšt. ǂ6
Chronology:	nov./dec. 2003
Keywords (UDC):	social sciences;družbene vede;economics;economic science;ekonomija;ekonomske vede;trade;commerce;international economic relations;world economy;trgovina;tržišče;marketing;general questions of trade and commerce;market;splošna vprašanja o trgovanju in trgovini;
ID:	1467556