1 min
In a recent interview with the Slovenian Press Agency (STA), our partner Dr Dejan Verčič stressed the importance of brands in Slovenia. "Slovenians were a brand before we became a country," he said.
Domestic brands enjoy an outstanding reputation in our country and have successfully maintained their position over the years despite many market changes. "Branding has always been a nation-building process for us, and we have always been proud of our service, product and corporate brands," explained Dr Verčič.
Although many of Slovenia's recognisable brands are foreign or predominantly foreign-owned, Dr Verčič believes this is not necessarily a bad thing. "Brands are born, they live, and they fail. Those that remain in Slovenia are still Slovenian, even if they have foreign owners," he said.
It is important not to focus so much on lamenting the fate of former brands but on creating the conditions for new ones to emerge. "This is what is important for the future," stressed Dr Verčič.
Read the full Slovene article here for more information and a more detailed insight into Dr Verčič's view on the importance of brands in Slovenia.
Those brands that remain in Slovenia are still Slovenian, even if they have foreign owners."
Dr Dejan Verčič
