Slovenia is politically and mentally far away from the Balkans. This is a country to do reliable, long term business with. Moreover, the Slovenes are highly xenophobic and fiercely independent. This are the results of a very successful marketing, market positioning, lobbying, image making and public relations campaign. To summarize a very livid and complex debate, Britishness has acquired either a bad or a staid name, depending on whom you ask.
Tourist regard Britain as one, huge museum of slightly comic traditions.
This as opposed to the sitcom image of white, protestant and imperialist. Paradoxically, to be British might mean to be less and less British. The Sports Minister called lately not to play the anthem and not to wave the British flag on international sports occasions. People think that less nationalism means more trade and less war. True, branding has to be somewhat correlated to reality.