Abstract
This paper highlights and draws attention to the importance of branding small destinations, a concept poorly researched at the global level. More specifically, we focus on analyzing the customer-based brand equity of Soca Valley, a small Slovenian tourist destination. The results of the quantitative research, conducted on 211 potential Slovenian visitors, imply that Slovenians are aware of Soca Valley, have a positive image of it, perceive its good quality, and are loyal to it. The presented research represents the first investigation that gives detailed insights into the understanding and evaluation of Soca Valley among Slovenes. These findings might provide a good basis for further upgrading its long-term strategies, which must primarily come from the brand identity elements.
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