Brand Name Management and Slovenian Clothing Industry

Abstract

The present article is engaged with the role of brand name and the way of its placement to the market within the policy of communication on the field of fashion. To create and manage brand names it is important to be familiar with peculiarities of communication on the field of fashion products. Brand name is not only immaterial part of the product, it is as well the key element of the relations phenomena. It is required to consider the brand name triad of effects - on the owner, on the client and on the merchant. Production with proper brand names is not the only or the most appropriate strategy for the next mid-term period for Slovenian textile and clothing industry. In the article the author has critically evaluated the up-to date recognitions about the brand name as a means of product‘s policy and analysed and presented brand name as a means of communication. The objective of these recognitions is to set directives and recommendations for managers to use communication strategies based on brand name.