THE IMPORTANCE OF BRAND NAMES
A brand name can be one of the most powerful assesses that a brand has; the name of a brand is what we recognise it by and refer to it as. It can lend credibility to product efficacy and provide an assurance of quality, show brand character and personality, as well making the brand memorable. Brand recognition is particularly influential in developing markets. More than two thirds of the developing market respondents say they prefer to buy new products from brands they're familiar with, and brand name is the key to familiarity, therefore careful consideration and creativity is key. I've recently been thinking about what makes a successful brand name, and of course, there is no simple explanation for this; many factors come into play when deciding whether a brand name works, such as the brand or company's tone, price range, products, ethos, values, etc. On this topic I decided to pick a brand name that I think doesn't quite work, and analyse it using my own perspective and opinion.
'PRETTY LITTLE THING' ANALYSIS
Although this brand name is not really spoken about, it is rather controversial in my opinion. The target consumer for Pretty Little Thing (PLT) is young women, typically aged 15-25, the generation of females known as the victims of body image discrimination and extreme appearance insecurity due to the social media takeover, with Instagram being the main cause of the damage. This brand name is almost telling these young females that they SHOULD be a pretty... little... 'thing' (?) in order to wear their products?
The adjective 'pretty' instantly suggests the way young females feel forced to make themselves, whilst the adjective 'little' suggests that females should have petite body-shapes to be attractive. The pronoun 'thing' is the worst part, dehumanising females and completely objectifying us. All three words in conjunction are degrading, suggesting that young women have no values other than their physical appearance. Although the brand may think that this name will attract their audience by convincing them that their products will make them 'pretty' and 'little', I take the opposite view and disagree with the choice. In a generation trying to enhance female empowerment, this brand name is slightly embarrassing!
'PRETTY LITTLE THING' ANALYSIS
Although this brand name is not really spoken about, it is rather controversial in my opinion. The target consumer for Pretty Little Thing (PLT) is young women, typically aged 15-25, the generation of females known as the victims of body image discrimination and extreme appearance insecurity due to the social media takeover, with Instagram being the main cause of the damage. This brand name is almost telling these young females that they SHOULD be a pretty... little... 'thing' (?) in order to wear their products?
The adjective 'pretty' instantly suggests the way young females feel forced to make themselves, whilst the adjective 'little' suggests that females should have petite body-shapes to be attractive. The pronoun 'thing' is the worst part, dehumanising females and completely objectifying us. All three words in conjunction are degrading, suggesting that young women have no values other than their physical appearance. Although the brand may think that this name will attract their audience by convincing them that their products will make them 'pretty' and 'little', I take the opposite view and disagree with the choice. In a generation trying to enhance female empowerment, this brand name is slightly embarrassing!
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