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consultant lecturer researcher writer |
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| Development of Slovenian brands: Oldest are the best |
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| 21. junij 2005 | |
 Abstract: The development of Slovenian brands is presented in historical perspective in this paper, divided into six periods, stating key characteristics and examples of each period. A list of 'strong, respected and important' Slovenian brands was compiled from different sources, and the period of their origin was examined. Brands prior 1965 prevail on the list, supporting the evidence from developed markets where many old brands keep the leading market positions.Full article published in Place Branding, November 2005.
Tessarol coatings ad from 1929. The brand, with updated design, is still market leader in Slovenia. Highlights from the article:»Yugoslavia no longer exists and Slovenian brands no longer have a place where to play the leading part. And if any Slovenian producer solves the problems of privatization, knows how to unite capital, knowledge and other resources in time, he might be able to succeed under its name also on an important foreign market. If only ten of them succeeded after ten years! « J. Damjan, 1994. Ten years ago foreign brands were aggressively conquering the Slovenian market, and the ex-Yugoslav market seemed to be inaccessible due to the war situation. The pessimistic forecast that the majority of our brands will not survive the following ten years seemed to be justified. But fortunately for all of us the »southern« markets calmed down soon and numerous Slovenian brands again have important market shares on the Croatian, Serbian and Bosnian markets....Finally also the Slovenian consumers started to appreciate the »domestic« quality and a foreign brand for itself does not signify a bigger value to them. In 2004 we can think that the Slovenian brands are a part of our »story of success«. ... But in today's globalized world the economic forecasts are more and more like fortunetelling. In the best case we can imagine the development direction, and the history can help us a lot there. Therefore, for deliberating on the future of Slovenian brands we must answer the two questions »How did the Slovenian brands develop at all? « and »Which did survive the last century?« ... Brands obviously become tough with time. Consumers take them for their own and remain loyal to them due to communication and positive experiences. The legally-formal ownership is thereby not so important, but the attributed origin or the fact that they are »ours« is. In this sense we can be optimistic that quite some Slovenian brands will live also in the 21st century. And if they are the property of firm, innovative and market-oriented home companies that can conquer the global market, these brands will be genuine symbols of the strength of our economy. |
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