Znamčenje območij kot pristop k razvoju podeželja v Sloveniji

In business, branding is used to shape perceptions of products or services. Since branding can also influence stakeholders’ views of geographical areas and their elements, it has become a key component of territorial development programs. In Slovenia, place branding has been applied to rural development for over two decades, yet its implementation and outcomes remain insufficiently studied. Slovenian rural areas thus offer a valuable “geographical laboratory” for exploring these processes.

This research treats place branding as a spatial phenomenon, examining its interplay with geographical areas. The study focuses on the spatial patterns and regional characteristics of place branding in Slovenian rural areas, analyzing causes and effects. A combination of qualitative and quantitative methods is employed: literature review, online survey, semi-structured interviews, stakeholder discussions, qualitative data analysis with Atlas.ti, and infographic techniques.

Findings reveal that place-branding processes are shaped by the socioeconomic, structural, and organizational characteristics of rural areas. The study highlights deviations from theoretical frameworks: place branding in Slovenia often exacerbates regional disparities instead of fostering balanced development. Implementation tends to be sectoral rather than holistic, with fragmented and poorly coordinated measures. Limited stakeholder motivation for cooperation further reinforces a top-down decision-making approach.