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Our client is a textile company with a portfolio of 7 globally successful ready-to-wear brands. It entered the Chinese market with 3 of its brands a few years ago. So far, in comparison to its presence in Europe and the US, the company built a limited retail network in China, owning around 100 brick-and-mortar POS.
During those few years, the company discovered that its original Latin names used across the world were not adapted to the Chinese market. Local consumers’ difficulty in remembering and pronouncing their brands’ names is indeed slowing down each brand’s recognition. As a consequence, the client reached out to Daxue Consulting to design a relevant research approach addressing these challenges.
We divided our research for a relevant brand naming strategy definition into four sequential and logical steps:
Step 1: Legwear and underwear market analysis
Step 2: Comprehensive qualification and in-depth assessment of relevant naming strategy solutions
Step 3: Development of creative directions under each shortlisted solution
Step 4: Consumers’ feedback on shortlisted solutions
We organized a series of internal workshops and focus groups to comprehensively identify and assess the possible naming solutions and shortlist the most relevant ones for each of our client’s brands.
In a series of internal workshops, we created creative directions to be developed for each solution shortlisted in the previous step.
We organized a series of 6 focus groups to collect selected consumers’ feedback on the creative directions. This helped us acquire a deep understanding of consumers’ preferences.
Based on key findings and consumer preferences analysed in the research, we provided the most suitable recommendations in a meeting with the clients’ team.
Our guidelines for the client included an actionable brief to properly use the recommended naming solutions, including:
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