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Conference Proceeding

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The purpose of this study is to explore and discuss whether Slovenia, a Central European country, has the possibility of developing a nation brand. As a new country Slovenia faces recognition problems and is thus being confused with other countries; specifically with its “twin-country” Slovakia. This is a case-based paper. The author uses a previously developed nation brand equity model (Dinnie 2008) to illustrate and explore the nation brand equity of Slovenia. The exploratory study shows that Slovenia has the elements of the nation brand equity model, and therefore has all the needed potential to develop the nation brand. This study uncovers important implications that can be used by country officials for developing the nation brand of a country. Thus, country officials will have the understanding needed to develop a nation brand which will help to avoid confusion with other countries.