January 29, 2008
Sears and Halston Return to their Brand Naming Roots
The old adage “Know Thyself” is certainly true when it comes to popular brands.
Two news stories today put this into bold relief: the first is the return of glamour fashion brand names Halston and Ossie Clark, both of which died when they tried to move into popular, low brow fashion, but which have experienced a revival in recent years thanks to the likes of Kate Moss and Jennifer Aniston (pictured right, wearing a Halston dress). Maybe this time they will have learned something about sticking to their target markets.
The second was addressed by Jack Trout on Forbes.com yesterday when he wrote about the various brand names that helped build Sears: Kenmore, Craftsman, Die-Hard and Weatherbeater.
These are legendary brand names in American culture and are synonymous with the Sears brand name.
Trout suggests that allowing them to be sold by other retailers could spell disaster for Sears, adding that he feels that Sears should take over the Kmart brand naming altogether and present a united, unique front to Wal-Mart and Target.
It would be very interesting to see Kmart suddenly turn into Sears, which would immediately increase the brand name’s presence nationally. More importantly, it would be an over promise and is inconsistent with the merchandise offered in the current Kmart stores. In other words, this would be a band-aid fix.
Sometimes a brand name has to return to its origins to move forward, and remember the values customers have traditionally associated with their brand.
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» When are Brands Refreshed and Revived? from Name Wire: The Product Naming Blog
I am always interested in the nuances of revamping a company’s brand naming or product naming. Fact is, a lot of the big branding news this year has come from brands that have updated their images, or changed them altogether. The fashion world is busy ... [Read More]
Tracked on February 12, 2008 8:13 AM