The Change of Nation Branding: A Case Study of Slovakia

Abstract:

The study briefly analyzes the drawbacks of the current slogan of the Slovak Agency for Tourism as a segment of the tourism branding of Slovakia. Further, it suggests connecting the branding of Slovakia with the star of the world cycling Peter Sagan and verifying these possibilities in the field at the Tour de France 2014. It is therefore a new approach in an effort to promote tourism in Slovakia, which would combine personal branding and destination branding.