countries are "launch brands" in the sense that they k centuries of tradition and foreign inter action upon which to build their reputations (see Exhibit 10-7):
For a country like Slovenia to enhance its image abroad is a very different matter than for Scotland or China. Slovenia needs to launched: Consumers around the world first must be be taught where it is, what it makes, what it has to offer and what it for This in itself stands represents a powerful opportunity: The chance to build a modern country brand, untainted by centuries of possibly negative associations