Building and brand recognition of veterinary clinics in Slovenia
DOI:
https://doi.org/10.32015/JIBM.2026.18.1.6Keywords:
veterinary clinics, brand, recognisability, communication, user experience, digital presenceAbstract
This article examines the factors that shape brand building and recognition among veterinary clinics in Slovenia. It is grounded in the premise that, within the veterinary sector, a brand cannot be reduced to visual identity or promotional activity alone, but should instead be understood as a multidimensional construct formed through professional quality, trust, communication, user experience, and digital presence. The study aims to explore how owners of veterinary clinics understand the development of a clinic’s brand and recognition, as well as the importance they attribute to trust, communication, user experience, and digital visibility in this process. The research combines a review of relevant literature with a qualitative empirical approach. The empirical part is based on nine semi-structured interviews conducted with owners of private veterinary clinics from different regions of Slovenia, while the data were analysed using reflective thematic analysis. The findings indicate that clinic owners primarily associate brand building with professional expertise, quality of treatment, consistency in service delivery, clear communication, and the overall user experience. Recognition is seen as being shaped mainly by local presence, word-of-mouth recommendations, professional reputation, a clearly defined clinic identity, and digital visibility. Trust emerges as a central linking element between brand and recognition, whereas digital presence functions as an important point of first contact, accessibility, and perceived credibility. The article contributes to the understanding of veterinary clinic branding by integrating insights from service branding, trust, veterinary communication, and digital presence within the Slovenian context.
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