In Slovenia, brands are more than business

From Gorenje and Elan to Akrapovič and Dončić, Slovenian brands have long had a strong reputation. Many beloved old brands have fallen into oblivion due to market changes, but new ones are created all the time - and their importance extends beyond business.

"Slovenians were a brand before we became a country," says Dejan Verčič, professor at the Faculty of Social Sciences in Ljubljana and partner at Herman & Partners, a consulting firm.

"Creating brands was a nation-forming process for us, which is why we have always been proud of our service, product and corporate brands,"...