[ROUND TABLE] I Feel Slovenia: Challenges in using of national brand

Kristina Plavšak Krajnc, MSc, Director of the Government Communication Office of the Republic of Slovenia, Slovenia
Dejan Roljič, CEO and Founder, Eligma, Slovenia
Bojan Gantar, Director, Alpina, Slovenia
with Andrej Drapal, Brand developer, Slovenia

Most people perceive the I Feel Slovenia (IFS) brand as an effective tool for promoting Slovenian tourism. It is true that the IFS brand has mainly become established in support of Slovenian tourism in foreign markets since it was passed into law by the Government of the Republic of Slovenia in 2008, but the national brand is far more than just a tourism brand and the IFS brand is much more than just a logo.

Andrej Drapal, the head of the panel and the head of the group that created the IFS brand, will present the potential of the IFS brand together with the panel members. Each panel member sees the brand from a different perspective, and this is precisely why it is so effective. Kristina Plavšak Krajnc, the Director of the Communication Office of the Government of the Republic of Slovenia, which is the custodian of the brand, will reveal some formal and informal aspects of the brand’s life. Bojan Gantar, director of Alpina, will share experience from the long cooperation that his brand has had with the IFS brand. Dejan Roljič, founder of Eligma, will share his thoughts on the yet unexplored terrain: start-ups and blockchain brands as potential areas where the IFS brand can be introduced.

The IFS brand is a conventional national brand, the concept of which was designed in a somewhat unconventional way. The brand is available to all entities in the country, so that they can take advantage of the assets and value of the brand with the goal of achieving a better position and higher added value in international markets. Let us see how this goal can work in practice.