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October 28, 2009

Place Naming and Product Branding: A Symbiotic Relationship

Think about these famous brand names:

• Kate Spade


• Vineyard Vines


• Chanel

Each one proudly proclaims their origins.

The words Kate Spade on a product are almost always followed by the words "New York."

The labels on Vineyard Vines products share space with the words "Martha's Vineyard."

And Chanel perfumes elegantly bear the name "Paris" on the packaging.

The reason for this is obvious: these places add instant cachet and equity to the brand name. Chanel may be sold all over the world, but to buy a Chanel product, for millions of consumers, is to buy a piece of Paris. Likewise, Vineyard Vines products carry the tag and the Martha's Vineyard name with pride.

The point is, the brand's place of origin - or supposed place of origin - carries an instant attraction.

All three of these brands have associations with the cities they tout on their labels, but a moment of consideration is in order. What, exactly, is so "New York" about a Kate Spade bag? They are designed in New York, but many are manufactured in China.

I am also reminded of Apple Computer, whose packaging reads "Designed by Apple in California" (I have it right here beside my Mac), but we all know the stuff is built in China.

Similarly, Vineyard Vines does have a shop on Martha's Vineyard, but much of their business, and certainly their manufacturing, is done off-island.

Ditto for Chanel - the perfume is made in California, of all places.

Consumers like to have brands that have a distinct relationship with a supposed country of origin, but its likely that the connection is tenuous at best. The brand is essentially catching a free ride off of the equity of the place name they have chosen to associate themselves with.

It may be that the people who manage the New York, Paris and Martha's Vineyard brand names might want to have a word with Kate Spade, Chanel and Vineyard Vines, but the fact is that this is a symbiotic relationship. The more products and services that want to associate themselves to a place, the better it is for the place itself.

However, there should be at least some real connection to the place you want your brand associated with.

I can go visit the Vineyard Vines store in the Vineyard, or explore the Kate Spade design studio in Manhattan online, and Chanel has a well-known presence in Paris.

So long as the brand can say that it has at least a foothold in the place is associates itself with, customers will perceive it as authentic.

Technorati Tags: Place Naming, Place Branding, Kate Spade New York, Chanel Paris, Vineyard Vines Martha's Vineyard, Place Name Branding

Posted by William Lozito at October 28, 2009 9:16 AM
Posted to Apparel | Brand Naming | Branding | Fashion | Health and Beauty | Industry | Marketing | Naming

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