Luxury clothing occupies a special position in the clothing industry and is synonymous with a certain clothing brand. Brand is a favorable factor for self-presentation and sales of clothing. How to name a luxury clothing brand so that it can be "popular"?
Principles for naming luxury clothing brands
1. Easy to read and remember
Brand naming should be easy to spell and pronounce, so as to be helpful to the public and consumers memory, and improve their cognitive ability of the brand, thereby facilitating the circulation of the brand among consumers.
2. Unique, novel and unconventional
Choosing a brand name that is easy to read and remember will help increase people’s memory of the brand, and a distinctive and unique brand The name is more conducive to brand recognition and brand protection. A unique brand name is easy to remember and recognize, and is not easily overwhelmed by the numerous brands on the market. When naming luxury clothing brands, you can use words that are not commonly used or cannot be found in dictionaries as brand names. Most of these words have little meaning. They are easy to remember and difficult to be counterfeited. They are legally patentable and can be said to be corporate brands. The name was specially created.
3. Pay attention to cultural connotations
Brands rich in cultural connotations not only reflect the spirit of the company, boost employee morale, but also easily win the favor of consumers and gain their approval and recognition. In China, it is especially important for luxury clothing brands to have names with cultural connotations. China has a long history of five thousand years, which has created a rich culture. The Chinese people have deep-rooted traditional culture and are obsessed with cultural connotations.
4. Do not break the law, do not violate social morals and customs
As a semantic symbol, brand names often hide many little-known secrets. , it may violate the laws of the country or region where the target market is located, violate local social ethics or customs, and cause the enterprise to suffer unnecessary losses. These products are particularly important for companies marketing their products in the international market. Some brand names that may seem harmless in China may become taboo in other countries.
The core of luxury clothing brand naming
1. In line with the brand’s positioning
Each clothing brand has its own positioning and core concepts. The brand name must conform to the attributes of the enterprise and express the brand's positioning and value in order to facilitate the integration of communication.
2. Differentiation from competitors
Porter, the leading strategic management master, believes that enterprises must achieve differentiation to compete. That is, provide a “differentiated proposition” than competitors. At present, my country's main commodities have entered an economic era of relative surplus. The result of large-scale production by enterprises is a single product with no obvious differences. With the acceleration of economic integration, enterprises are now experiencing comprehensive "homogenization." With the improvement of life quality and the strengthening of humanistic awareness, consumers require products that can reflect their own personality. If there is no differentiation, the brand will be submerged in the "ocean of people" and it will be difficult to highlight its personality.
3. In line with the value and aesthetic personality of target customers
To stand out from the competition, a brand must focus on a "specific customer group" and "market segment" and cannot have no purpose. carry out brand marketing. Then, its brand naming should also pay attention to the aesthetics and values ????of its target consumer group
Notes on naming luxury clothing brands
1. Legal game
If Luxury brands know that it is so difficult to come up with a name that is widely accepted by Chinese consumers. Can they come up with a few more names? Industry insiders say this is of course not possible unless the brand is not afraid of damage to its intellectual property rights and is not afraid of others selling low-quality counterfeit products under the guise of the brand name.
From a legal perspective, if luxury brands want to do business in China, it is necessary to have a Chinese name. The bigger the brand's Chinese market, the more important it is to have a Chinese name. Many local Chinese companies and individuals like to register trademarks with similar pronunciations to luxury brands, which causes many international headaches.
Prophet Naming Company reminds luxury clothing brands that a good way to protect themselves from this possible loss is to register their official Chinese name with the State Administration for Industry and Commerce and register it as a trademark.
2. Creativity is not
With the rapid development of information and communications, it is becoming increasingly important for luxury brands to have a Chinese name that is acceptable to all stakeholders. Tricky.
“Of course there are some principles when choosing a Chinese name, such as whether it is easy to remember, whether it conveys the brand story, and whether it has bad Chinese extended meanings.”
3. China’s post-80s and post-90s generation: game changers
The entire luxury goods industry is trying to understand China’s post-80s and post-90s generation, a group with amazing purchasing power but very different preferences and behaviors from their parents. Players in the naming field of the luxury goods industry should also be aware of this, otherwise they may achieve twice the result with half the effort.