This paper reviews the concept of p

This paper reviews the concept of place brand identity within the supply side aspect of place branding. With
no widely accepted model of place brand identity, the paper proposes a new model, which has its roots in
marketing, tourism and sociological theory. The model focuses on the country brand of Slovenia, representing
the first systematic branding process in Slovenia's short history. The development of a research program
followed a holistic approach involving key influencers and enactment stakeholders. This novel approach
has several advantages over the previously uncoordinated country branding attempts