THE SLOVENIAN BRANDS IN THE TEXTILE INDUSTRY THROUGH TIME

V svetu v katerem živimo, se ne srečujemo samo z izdelki in s storitvami, temveč vse bolj z blagovnimi znamkami, ki nosijo svoj pomen tudi v posameznikovem odnosu do življenja in družbe. Res je, da nas učijo, da obleka ne naredi človeka, kljub temu pa posameznik, s pomočjo obleke, odraža sebe in svoj stil življenja v družbi. To so, seveda, dobro izkoristila tudi slovenska podjetja in skozi celotno zgodovino Slovenije oblikovala uspešne blagovne znamke v tekstilni industriji. V nadaljevanju smo za razumevanje osnov pojasnili pojem blagovne znamke, njen razvoj, vrste in funkcije blagovne znamke ter oblikovanje blagovne znamke – povzete po številnih priznanih avtorjih. Tekstilna industrija je večja gospodarska panoga, ki pa se je, zaradi svojega pomena, v zgodovini širila in tako odpirala nova vrata številnim podjetjem, ki so nadalje uspešno oblikovala nove blagovne znamke, katera še dandanes veljajo za priznane znamke v Sloveniji in širše. Za primer smo vzeli in obravnavali dve veliki in nekdaj zelo uspešni podjetji Mura in Lisca. Na kratko povzemamo zgodovino podjetja in razvoja njenih blagovnih znamk ter pomembnih dejavnikov, ki so vplivali na razvoj podjetja in ustvarjanje blagovnih znamk.In the world we live in we are not only faced with products and services, but also more and more with trademarks, which have their own importance in the individual’s relationship to life and society. It is true that a suit does not make a man, but nevertheless and individual is using suits to express himself and his life style in the society. Slovenian companies have exploited this fact very well and have designed successful trademarks in the textile industry through the entire Slovenian history. For a better understanding of the basics, the next part of the thesis explains the term trademark and its development, its types and functions and the design of a trademark from the viewpoint of several acknowledged authors. The textile industry is a larger economical branch, which has expanded due to its importance in history and has opened new opportunities for several companies. These companies have then successfully designed new trademarks, which are still well known trademarks in Slovenia and abroad. As an example, the thesis discusses two large and formerly very successful companies Mura and Lisca. The thesis describes the history of the companies, the development of their trademarks and some key factors, which affected the development of the companies and the creation of trademarks