Famous shoe brands often employ various naming strategies to create distinct brand identities and resonate with their target audience. Here are some common naming strategies used by renowned shoe brands:
1. Founder’s Name
Many shoe brands use the founder’s name as the brand name or incorporate it into the brand identity. Examples include Adidas (Adi Dassler), Puma (Rudolf Dassler), Reebok (J.W. Foster), and Converse (Marquis Converse).
2. Descriptive Names
Some shoe brands choose names that directly describe their products or features. For instance, Nike, derived from the Greek goddess of victory, represents the brand’s focus on athletic performance and success. New Balance emphasizes the brand’s aim to provide shoes with superior balance and support.
3. Symbolic Names
Brands may opt for names that symbolize certain qualities or emotions. Asics, an acronym for “Anima Sana In Corpore Sano” (a sound mind in a sound body), reflects the brand’s emphasis on physical fitness and well-being. Timberland evokes the image of outdoor adventure and ruggedness associated with timber and land.
4. Niche and Specialty Names
Some brands choose names that convey their specialization or target a specific niche market. For example, Vans originally targeted skateboarders, and the name reflects this focus. Crocs, known for their distinctive clog-style shoes, chose a name that represents the animal kingdom.
5. Geographical Names
Brands occasionally incorporate geographical references to evoke a sense of place or heritage. Examples include Adidas, which combines the founder’s nickname (Adi) with the first three letters of his last name (Dassler), and the German brand Birkenstock, named after the village of Birkenstock.
6. Unique and Inventive Names
Brands may create unique, invented names that are distinctive and memorable. Examples include Skechers, which combines “skecher” (a term for casual shoes) with “sketch,” emphasizing the brand’s emphasis on creativity and individuality. Under Armour combines the words “under” and “armor,” evoking a sense of protection and performance.
7. Inspirational and Aspirational Names
Some brands choose names that inspire or evoke a sense of aspiration. For example, the name “Merrell” signifies “one with the outdoors,” aligning with the brand’s focus on outdoor activities and adventure.
8. Collaborations and Endorsements
Brands may collaborate with celebrities, athletes, or designers, incorporating their names into the brand or creating co-branded products. Examples include the Air Jordan line by Nike, collaboration between Adidas and Kanye West (Yeezy), and the partnership between Puma and Rihanna (Fenty Puma).
It’s important to note that naming strategies can vary, and brands may combine multiple approaches to create unique and compelling identities. The choice of a naming strategy depends on factors such as brand positioning, target audience, desired brand image, and market trends.
