The Name Of Clothing Brand Is Fastidious.

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 companies fail to make new moves, they will be subdivided.

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.

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The method and case of brand naming

1, win by strange:

Twenty-first Century is an era of individuality. People no longer agree with others.

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", "Mark Zhang". There are extension names for celebrities in the clothing industry, such as "Zhu Shimao" and "Lining"; names with historical celebrities, such as "Gen Gi Khan", "Hui Ren Lan" (Gen Gi Khan's mother), "Caesar", "Gen Gi Khan".