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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 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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  1. 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

  2. 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

  3. Six basic concepts used in building and analyzing a brand: • Identity • personality • Identification system • Communication • Image / reputation / BEQ • Stakeholder groups

  4. Case 1.1 ELEMENTS OF CISfor Slovenia nation brand – 1985(In 1985 Slovenia is one of the ex Yugoslav republics)

  5. Sign / simbol of NTB 1985

  6. 1985 logo NTBwith Tag line

  7. logo NTB 1985 - 1994

  8. Case 1.2 ELEMENTS OF CISfor Slovenia nation brand – 1995(Slovenia is an independent state, looking to become part of EU and NATO)

  9. Sign / simbol of NTB 1995

  10. Slovenian NTB logo from 1995 to 2006

  11. Case 1.3 ELEMENTS OF CISfor Slovenia nation brand – 2007(Slovenia has a new government and has become a member of EU and NATO)

  12. Sign / simbol of NTB 2007

  13. Slogan / tag line of the NTB 2007 I feel love / Slovenia

  14. Slovenian NTB logo from 2007

  15. Comparison of three solutions for Slovenia nation brand 1985 – 1995 – 2007

  16. Comparison of three logos of Slovenian tourism brand in different time and also historic moments 1985 1995 2007

  17. 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

  18. 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.

  19. 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.

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

  21. 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

  22. Thank you for your attention!

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