How To Name Clothing Brand?

Clothing brand name planning

The name (registered trademark) is an important part of the brand and the intangible assets of the enterprise.

American brand expert Philip Jones (Philip Jones) believes that the added value of a brand exists in its name in some form.

A good name is convenient for consumers to remember, create associations, promote goodwill, and save communication costs.

On the contrary, an inappropriate name to express the bad enterprise's claim, waste a lot of pmission costs, greatly affect the consumer purchase.

It is called "the name is good, and the name is not regular."

How to name the brand?

First, the ideal brand name should follow the following principles:

1, in line with the core positioning of the brand.

Each brand has its own positioning and value orientation.

Trout's positioning theory, one of the greatest marketing theories in the twentieth Century, requires enterprises to have a correct orientation.

Brand names must conform to enterprise attributes, express brand positioning and value, and facilitate the integration of communication.

2, differentiate from competitors.

Potter, the master of World Strategic Management (Porter), believes that the competition of enterprises must be differentiated.

That is to offer "USP".

At present, China's main commodities have entered a relatively surplus economic era.

The result of mass production is that the product is single and the difference is not obvious.

With the acceleration of global economic integration, enterprises are experiencing a comprehensive "homogenization".

With the improvement of the quality of life and the enhancement of people's consciousness, consumers demand that products can embody their individuality.

If there is no differentiation, the brand will be submerged in the "vast ocean of the people" and become "comrade".

3, in line with the objective customer value aesthetic personality.

According to Potter (Porter) theory of centralized competitive strategy, enterprises must focus on a certain "customer group" and "market segmentation" if they want to stand out in the competition.

Today China is in a period of profound social pformation, and social strata are gradually subdivided: BOBO, middle class...

There are many sub classes in the class.

The author asserts that the future society will enter the era of CLUB economy. Every small group will focus on the "self" organization and consume "own" brand in the "self" site.

A very obvious trend in world marketing is that consumption is changing from common consumption to individual consumption.

It can be said that in the face of class segmentation, the consumption pattern has entered the era of multi variety and small batch.

It is the same group of people who consume similar products and have different motivations and feelings.

If enterprises fail to make new strategies, divide the market, adopt two dimensional and three dimensional strategies, create subdivision, satisfy the difference of target customers, and still follow the "integration" strategy without division in the plane age, they will surely die.

Brand names must conform to the aesthetics of the target customers.

4, match good visual patterns and symbols.

A good horse is a good saddle.

After having a good name, a matching pattern and symbol is also required.

David a Aker, a brand expert, believes that "a successful symbol or logo can integrate and strengthen a brand identity and deepen consumer's unique impression of the brand".

For example, the hook type trademark of Nike (Nike) is full of dynamic and complementary names.

Two, brand naming methods and cases.

1, win by strange:

Twenty-first Century is an era of individuality. People are no longer saying the same thing. They are very popular in special cases. Some avant-garde clothing companies often register "cool" trademarks and win by "weird". They try to sing (in name) amazing.

Such as "E-mail", "cool Lala", "exception", "fifth elements", "intelligence station", "sesame open door", "little devil fish", "U2", "melon melon taro", "George boy", "doctor frog", "living geometry".

It's weird.

At first glance, it is not like a clothing brand at all. It is better to express a "dazzle" life proposition than to express clothes.

Because the pursuit of "rebound" and reverse, so it is not difficult to understand, like "brother" authentic male name, but become the brand name of women's clothing; "wooden man" is expressed "Agam" type of wisdom.

2, win by "soil".

"Ugly sister", "groom", "ah", "five colored earth", "good days", "old three", "old K" and "group work" win by earth.

The earth is right and the earth is lovely.

But like the "rich man", "Prince of the crown" and "Yi Fa", the author thinks that he has a bit of "slag". When the brand is named, we should pay attention to guiding healthy culture and values, but not blindly curry favor with others.

3, get the name of "name".

There are named after famous designers, such as "Versace", "Chanel", "Lssey Miyake", "Pierre Cardin", "Wang Hua" and "Mark Zhang".

There are famous celebrities in the clothing industry, such as "Zhu Shimao" and "Lining".

There are named after historical celebrities, such as "Gen Gi Khan", "Gen Gi Khan", "Caesar", "Marco Polo".

4, imitate the name.

The brand names of foreign and domestic garment enterprises are slightly modified, and trademark registration is carried out: "fan Du Peng" imitates "Dupont", "Prince Pierre" imitates "piercade"; "rich birds" imitate "good birds"; "emperor heaven slave" imitates "Valentino"; "billion dukon" imitates "Yi dujin"; "old city" imitates "old people's head".

What's more, the names and celebrities of domestic and international celebrities and famous brands are snatch or imitate in China: Renault, Buick (shoe industry), "Sheng Jackie Chan" and "Pu Shu".

The author is not very appreciative of this strategy of imitation.

Although the name is easy to spread in the short term, "mixed" face is familiar.

But in the long run, brands do not have "individuality".

At the same time, it is facing the pressure and risk of international intellectual property protection.

It is said that basketball superstar Michael Jordan came to China to launch his own Jordan sportswear.

In China, the famous "Jordan" sneakers, which are known for their popularity, are faced with embarrassing situations and huge risks of forced renaming.

5, seek the ocean with foreign countries:

"Mus and bang Wei", "Valentino, cypress", "Rome family", "France Shenglong" and "Da La Ji".

It is all in the world to meet the needs of other countries.

6, naming numbers and letters.

"Pi", "Qipai", "MV", "37 degree T.S.Q", "CMD", "three Q" and "FAPAI".

That is to say that the more you know, the less you understand the more inquisitive mentality, then you are not far away from the poison of the Chinese brand.

7. Name it according to the class and target customers.

The names of the classes are "white collar", "blue collar", "BOSS", "urban couple", "Ge Ge", "gifted scholars", "Ladies house" and "gentlemen".

Named after the survival state of the target customers: "dancing with Wolves", "Stunner", "oriental lady", "red child", "Beatles", "street boy" and "playboy".

The characteristics of such naming are direct expression of brand segmentation and value orientation through customers' names, and consumers can only be "seated".

8, will name.

Names have a certain meaning:

"Chuang Ji" - solemn life, auspicious life; "good news birds" --- joy, good luck; "French School" - European style; "Empereurs" - "Yellow Emperor" legacy; "Pal" (Ziler) --- of course, positioning noble.

9, place names in place names:

"Ordos", "Tiantan", "Su faction", "Shun Mei" and "the great emperor of Fujian".

But brands like villages such as "South Street Village" and "Wang Zuo" will be subject to the name restriction if they are nationalized or even internationalized.

10. Name according to product or industry characteristics:

The "Antarctic" and "north polar" - warm underwear, so the name of the more cold resistant the better.

"Ting Mei" - "quite beautiful" homophonic, do a woman, of course, "quite" good;

"Strong", "spell" and "male" - the power of men.

So these three brands often sponsor boxing and Wushu competitions, and their names are also hard.

"Love" and "easy and comfortable" --- underwear is "love" and "cool".

"Holy snow velvet", "Tong Wang" and "beast king" (leather) are expected to become the "King" of the industry.

11. Name animals and plants:

It is usually named after plants with more stories, prominent appearance and beautiful symbols.

"Crocodile", "woodpecker", "kangaroo", "squirrel", "golden sheep", "seven wolves", "conch" and "deer king"; "spring bamboo", "Lavender", "Acacia leaf" and "apple" (Apple).

Animal and plant organizations should receive the cost of endorsement.

12, brand extension

The main industry is not the brand extension of brands, such as Pepsi Cola's "Pepsi" dress and Marlboro cigarette "Marlboro" dress.

There are also some brands that extend consumer disputes, such as Wahaha's children's clothing business.

After hearing the news, Coca-Cola CEO was overjoyed. He thought that "very Cola" would no longer be Coca-Cola's rival in China.

The author also believes that in brand extension, we must pay attention to whether the extension is consistent with the brand core value orientation, whether there is a positive correlation with the main business, whether it will have a major impact on the main business.