{"?xml":{"@version":"1.0"},"edm:RDF":{"@xmlns:dc":"http://purl.org/dc/elements/1.1/","@xmlns:edm":"http://www.europeana.eu/schemas/edm/","@xmlns:wgs84_pos":"http://www.w3.org/2003/01/geo/wgs84_pos","@xmlns:foaf":"http://xmlns.com/foaf/0.1/","@xmlns:rdaGr2":"http://rdvocab.info/ElementsGr2","@xmlns:oai":"http://www.openarchives.org/OAI/2.0/","@xmlns:owl":"http://www.w3.org/2002/07/owl#","@xmlns:rdf":"http://www.w3.org/1999/02/22-rdf-syntax-ns#","@xmlns:ore":"http://www.openarchives.org/ore/terms/","@xmlns:skos":"http://www.w3.org/2004/02/skos/core#","@xmlns:dcterms":"http://purl.org/dc/terms/","edm:WebResource":[{"@rdf:about":"http://www.dlib.si/stream/URN:NBN:SI:doc-G6W5C0EU/60858979-38b6-43f6-9b7c-2924500f068e/PDF","dcterms:extent":"261 KB"},{"@rdf:about":"http://www.dlib.si/stream/URN:NBN:SI:doc-G6W5C0EU/c7613dc5-a0fe-4467-9db5-0d2346f5c1bc/TEXT","dcterms:extent":"70 KB"}],"edm:ProvidedCHO":{"@rdf:about":"URN:NBN:SI:doc-G6W5C0EU","dcterms:issued":"2022","dc:creator":"Rendla, Marta","dc:format":[{"@xml:lang":"sl","#text":"številka:2"},{"@xml:lang":"sl","#text":"letnik:62"},{"@xml:lang":"sl","#text":"str. 175-195"}],"dc:identifier":["ISSN:0353-0329","DOI:10.51663/pnz.62.2.08","COBISSID_HOST:123813891","URN:URN:NBN:SI:doc-G6W5C0EU"],"dc:language":"sl","dc:publisher":{"@xml:lang":"sl","#text":"Inštitut za novejšo zgodovino"},"dc:source":{"@xml:lang":"sl","#text":"Prispevki za novejšo zgodovino"},"dc:subject":[{"@xml:lang":"sl","#text":"bančništvo"},{"@xml:lang":"sl","#text":"blagovna znamka"},{"@xml:lang":"sl","#text":"Jugoslavija"},{"@xml:lang":"sl","#text":"logo"},{"@xml:lang":"sl","#text":"marketing"},{"@xml:lang":"sl","#text":"socializem"},{"@xml:lang":"sl","#text":"vizualne komunikacije"}],"dc:title":{"@xml:lang":"sl","#text":"Blagovna znamka Ljubljanske banke|"},"dc:description":[{"@xml:lang":"sl","#text":"In the following paper, the author makes use of the archival materials about the Ljubljanska bankabank, its eponymous internal newsletter, and the relevant literature to present the development of this leading Slovenian bank’s trademark during the socialist period. Ljubljanska banka was the first bank in the Yugoslav territory to recognise branding as an essential marketing instrument and a part of its marketing and communication strategy in the early 1970s. To this end, it developed a uniform public image or a corporate identity – a distinctive logo used in all communication media, and a corporate identity of its buildings – a house style. The bank recognised the trademark, which was also developed through the general public perceptions of the banking services it provided, as the primary means of building its reputation, establishing itself in the market, and maintaining its identity and integrity. Ljubljanska banka started using the trademark to present itself and, after the transformation and reorganisation in 1978, the entire system of its banks. In practice, the bank’s corporate design established itself as a vital element of the identity of the whole Ljubljanska bankasystem"},{"@xml:lang":"sl","#text":"Avtorica se v prispevku na podlagi arhivskega gradiva o Ljubljanski banki, njenega istoimenskega internega glasila in referenčne literature posveča predstavitvi izoblikovanja blagovne znamke osrednje slovenske banke v obdobju socializma. Ljubljanska banka je bila prva v jugoslovanskem prostoru, ki je v okviru tržnokomunikacijske strategije banke na začetku 70. let blagovno znamko prepoznala kot pomemben instrument trženja. V ta namen so zasnovali enotnost pojavljanja v javnosti, celostno grafično podobo (CGP) - razpoznavni znak na vseh mogočih komunikacijskih nosilcih, in celostno podobo bančnih objektov – hišni slog. Blagovno znamko, ki jo je gradila tudi z vtisi pri splošni javnosti z izvajanjem in ponudbo bančnih storitev, je prepoznala kot osnovno sredstvo za gradnjo ugleda in kot pripomoček za uveljavljanje na trgu ter vzdrževanje lastne identitete in celovitosti. Z njo se je začela predstavljati Ljubljanska banka in po njenem preoblikovanju in reorganiziranju leta 1978 njen celotni sistem bank. Celostna podoba banke se je v praksi uveljavila kot pomembna prvina identitete celega sistema Ljubljanske banke"}],"edm:type":"TEXT","dc:type":[{"@xml:lang":"sl","#text":"znanstveno časopisje"},{"@xml:lang":"en","#text":"journals"},{"@rdf:resource":"http://www.wikidata.org/entity/Q361785"}]},"ore:Aggregation":{"@rdf:about":"http://www.dlib.si/?URN=URN:NBN:SI:doc-G6W5C0EU","edm:aggregatedCHO":{"@rdf:resource":"URN:NBN:SI:doc-G6W5C0EU"},"edm:isShownBy":{"@rdf:resource":"http://www.dlib.si/stream/URN:NBN:SI:doc-G6W5C0EU/60858979-38b6-43f6-9b7c-2924500f068e/PDF"},"edm:rights":{"@rdf:resource":"http://creativecommons.org/licenses/by/4.0/"},"edm:provider":"Slovenian National E-content Aggregator","edm:intermediateProvider":{"@xml:lang":"en","#text":"National and University Library of Slovenia"},"edm:dataProvider":{"@xml:lang":"sl","#text":"Inštitut za novejšo zgodovino"},"edm:object":{"@rdf:resource":"http://www.dlib.si/streamdb/URN:NBN:SI:doc-G6W5C0EU/maxi/edm"},"edm:isShownAt":{"@rdf:resource":"http://www.dlib.si/details/URN:NBN:SI:doc-G6W5C0EU"}}}}