Development and Positioning of the Collective Product of Slovenian Craft Trademark

Tekstilec

Urška Stankovič Elesini¹  Adrijana Poljanšek² 

[1] ObrtnUniverza v Ljubljani, Naravoslovnotehniška fakulteta, Oddelek za tekstilstvo, grafiko in oblikovanje, Snežniška 5, 1000 Ljubljana, Slovenijao-podjetniška zbornica Slovenije, Celovška 71, Ljubljana, Slovenija;Obrtno-podjetniška zbornica Slovenije, Celovška 71, Ljubljana, Slovenija;

关键词: collective trademark;    Product of Slovenian Craft;    section;    members;    Chamber of Craft and Small Business of Slovenia;   

DOI  :  10.14502/Tekstilec2017.60.222-234

来源: DOAJ

【 摘 要 】

The new collective trademark Izdelek slovenske obrti (hereinafter: PSC; English: Product of Slovenian Craft) was launched on the market in 2014. The initiative for the trademark was provided by the Textile Section at the Chamber of Craft and Small Business of Slovenia (hereinafter: the OZS), which also registered the trademark. Members of the OZS have the right to obtain and use the trademark, and to use it to promote their products orservices. After two years, only a small number of section members use the trademark. Because the section would like to see an increased number of members use the trademark, research regarding the latter was carried out. The results are presented in this article. The descriptive course of development and registration of the collective trademark PSC is presented in the first part of our research. In the second part, questionnaires were drafted for collective trademark PSC users, potential users and consumers. The results obtained using three questionnaires were analysed using a SWOT analysis. Based on the results, it was determined that the trademark has not yet been properly positioned on the Slovenian market. Advantages include the familiarity of Textile Section members with the trademark, and their eagerness to use it. One disadvantage is the trademark’s current lack of recognition among consumers. For this reason, section members who are also potential users of the trademark do not give it priority and therefore do not opt to use it. The following will impact the trademark’s recognition among consumers: innovative marketing campaigns, the inclusion of the media and social networks, the improved recognition and visibility of the logotype, and an effective and pervasive slogan, as was determined in our research.

【 授权许可】

Unknown