What’s in a name? The history of luxury fashion branding

Abstract

In the quote above, legendary English playwright William Shakespeare raised an age-old question, ‘What is in a name?’ In the luxury fashion branding scene, the ‘name’, in other words the ‘brand name’, is everything. This is because it is the ‘brand name’ and the ‘brand logo’ that attracts consumers to a brand and launches the often enduring relationship between them and their chosen luxury brand.

‘What is in a name? That which we call a rose, by any other name would smell as sweet.’

William Shakespeare, English playwright (1564–1616)