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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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

  • 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:

  • Identity

  • personality

  • Identification system

  • Communication

  • Image / reputation / BEQ

  • Stakeholder groups


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


1985 logo NTBwith Tag line


logo NTB 1985 - 1994


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


Slovenian NTB logo from 1995 to 2006


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


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


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.


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


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!


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