The first thing we need to understand about a brand is the name of the brand. So obviously we must first give the brand a good name. What are the rules and methods for naming clothing brands?
1. Brand naming should follow the following rules:
1. In line with the core positioning of the brand.
Each brand has its own positioning and value orientation. The brand name must conform to the attributes of the enterprise, express the brand's positioning and value, and facilitate the integration of communication.
2. Differentiate yourself from competitors.
Enterprise competition must achieve differentiation. That is to provide a "different proposition" than competitors. 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 they will all become "comrades".
3. In line with the value and aesthetic personality of the target customers.
The consumption model has entered the era of multi-variety and small batches. Even people in the same group have different motivations and feelings when consuming similar products. If an enterprise cannot come up with new strategies to segment the market, adopt two-dimensional and three-dimensional strategies, create segments, and satisfy the differences of target customers, but still adopts the "integrated" non-segmentation strategy of the flat era, it will undoubtedly die. The brand name must match the aesthetics of the target customers.
4. Match with good visual patterns and symbols.
"A good horse deserves a good saddle." After you have a good name, you also need a matching pattern and symbol. "A successful symbol or logo can integrate and strengthen a brand's identity and deepen consumers' unique impression of the brand." For example, the hook-shaped trademark of "Nike" is full of dynamic and complements the name.
2. Methods and cases of brand naming
1. Win with weirdness:
The 21st century is an era of individuality. People no longer follow everyone else’s opinions and special cases Going it alone is popular, and some avant-garde clothing companies often register "cool" trademarks to win with "weirdness" in an attempt to make a splash.
Like "Cool Lala", "Exception", "The Fifth Element", "Information Station", "Open Sesame", "Little Devil Fish", "U2", "Watermelon Taro", " "Boy George", "Dr. Frog", "Geometry of Life". Weird enough. At first glance, it doesn’t look like a clothing brand at all. Rather than expressing clothing, it is more about expressing a “dazzling” lifestyle proposition.
Because of the pursuit of "rebound" and reversal, it is not difficult to understand that an authentic male name like "Brother" has become the name of a women's clothing brand; "Wooden Man" expresses the great wisdom of "Forrest Gump" .
2. Named after "name".
Some are named after famous designers, such as "Versace", "Chanel", "Issey Miyake", "Pierre Cardin", "Wang Hua", and "Mark Zhang"; some are named after those outside the clothing industry. Some are named after celebrities, such as "Zhu Shimao" and "Li Ning"; some are named after historical celebrities, such as "Genghis Khan", "Hoelun", "Caesar" and "Marco Polo".
3. Seek "foreign" from foreign countries:
"Metus Bonwe", "Valentino Cooper", "Roman Family", "France Shenglong", "Dalaji" all uses foreign things to seek "foreign things" --- catering to the mentality of some consumers who worship foreign things.
4. Name according to class and target customer segmentation:
Name based on class: "white-collar", "blue-collar", "BOSS", "city ladies", " "Princess", "Talented Man", "Lady's House", "Gentleman"; named after the living conditions of the target customer groups: "Dance with the Wolf", "Stranger", "Oriental Lady", "Red Boy", "Phi "Top Soldier", "Street Boy", "Playboy".
5. Name according to product or industry characteristics:
"Antarctic Man" and "Arctic Velvet" --- keep warm Underwear, so the more cold-resistant the name is, the better;
"Tingmei"---"Tingmei" is a homophony of "Tingmei", of course it is good to be a woman;
"Jinba", "Pinba" "Card", "male"---asserts the power of men.
Therefore, these three brands often sponsor boxing and martial arts competitions, and their names are also tough;
"Ai Mu" and "Yi Er Shuang" ---underwear pays attention to "love" and "coolness";
"Holy Edelweiss", "King of Children", "King of Beasts" --- hope to become the "King" of the industry.
6. Named after animals and plants:
Generally, animals with more stories and outstanding appearance characteristics and plants with beautiful symbols are named. "Crocodile", "Woodpecker", "Kangaroo", "Squirrel", "Golden Sheep", "Septwolves", "Conch", "Deer King"; "Spring Bamboo", "Lavender", "Acacia Leaf", " apple".