Dr miro kline university of ljubljana fdv prague 26 and 27 11 2009
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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 Kline University of Ljubljana , FDV

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dr. Miro Kline University of Ljubljana , FDV Prague, 26. and 27. 11. 2009

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Dr miro kline university of ljubljana fdv prague 26 and 27 11 2009

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 BrandDeveloping a Nation Brand: 3 Slovenian Case Studies

dr. Miro Kline

University of Ljubljana, FDV

Prague, 26. and 27. 11. 2009


Content

Content

  • Theoretical background and concepts

  • Case 1.1 Slovenia nation brand 1984

  • Case 1.2 Slovenia nation brand 1995

  • Case 1.3 Slovenia nation brand 2007

  • Comparison between three branding attempts

  • What can we learn from these examples


Six basic concepts used in building and analyzing a brand

Six basic concepts used in building and analyzing a brand:

  • Identity

  • personality

  • Identification system

  • Communication

  • Image / reputation / BEQ

  • Stakeholder groups


Elements of cis for slovenia nation brand 1985 in 1985 slovenia is one of the ex yugoslav republics

Case 1.1

ELEMENTS OF CISfor Slovenia nation brand – 1985(In 1985 Slovenia is one of the ex Yugoslav republics)


Sign simbol of ntb 1985

Sign / simbol of NTB 1985


1985 logo ntb with tag line

1985 logo NTBwith Tag line


Logo ntb 1985 1994

logo NTB 1985 - 1994


Dr miro kline university of ljubljana fdv prague 26 and 27 11 2009

Case 1.2

ELEMENTS OF CISfor Slovenia nation brand – 1995(Slovenia is an independent state, looking to become part of EU and NATO)


Sign simbol of ntb 1995

Sign / simbol of NTB 1995


Slovenian ntb logo from 1995 to 2006

Slovenian NTB logo from 1995 to 2006


Dr miro kline university of ljubljana fdv prague 26 and 27 11 2009

Case 1.3

ELEMENTS OF CISfor Slovenia nation brand – 2007(Slovenia has a new government and has become a member of EU and NATO)


Sign simbol of ntb 2007

Sign / simbol of NTB 2007


Slogan tag line of the nt b 2007

Slogan / tag line of the NTB 2007

I feel love / Slovenia


Slovenian n tb logo from 2007

Slovenian NTB logo from 2007


Comparison of three solutions for slovenia nation brand 1985 1995 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

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

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

Results1/2

  • 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

Results2/2

  • 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

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


Conclusions

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


Dr miro kline university of ljubljana fdv prague 26 and 27 11 2009

Thank you for your attention!


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