Trademark: from Idea to its Successful Realization also in the Field of Sanitary Material for Health Care Institutions

Abstract

One of the newest tools of non-price competition is the introduction of a trademark, which has been examined in this paper. In Slovenia, a trademark in the field of sales of medical products or sanitary material in health institutes has not been introduced so far. The main goal of this paper is therefore to present our process approach to the introduction of a trademark, the problems that arise, and best practice. Such approach helped us achieve the set goals: we introduced a trademarke, increased its sales and consequently reduced the number of reclamations. The key to success is in the involvement of all employees and customers in strategic conception of a trademark, team work at all company levels, good knowledge of the market, process approach, not funkcional approach to introduction, and above all a clear vision of the management what they expect from a trademark. Key words: marketing, trademark, sanitary nonwoven material, process approach