Archives par mot-clef : brand

L’Oréal: a success story in international marketing to women

Established in 130 countries across five continents, L’Oréal group’s international success represents an international marketing model based on skill, knowledge and an unshakeable reputation. How has L’Oréal created this image and reputation? How has the group won over women around the world?

If “Sandro” Was Called “Sandra”

What if the brand “Sandro” was called “Sandra”, would it have been possible for it offer a range of products for men? I’m not convinced. What look would have had men on a brand called Sandra? It is obvious that a brand called Sandra can only be proposed to women …

Realistically; if the logo of Sandro was fuchsia pink, could the brand have successfully assert itself on the market for men’s fashion? It is rare to see brands so-called « masculine » daring adventure with Pink. Eden Park built a pink bow at the heart of its visual identity: but with a bold and original pink that does not impede assumed manhood embodied by the rugby and its famous black eye, an essential attribute of the brand. But would sales have taken off if the logo was completely full of pink?

If Sandro was called Sandra and the brand Jules decided to create a collection of clothes for women, would it have needed to be called Juliet? Probably not. The client stores Joseph will probably never ask if the brand is for men, before turning to them. However, it would be interesting to turn the shop front of a Chloe store and to put some men’s clothing in. What would happen?

Indeed, brands are gendered and marketers must handle the issue of gender with great caution.

Are Brand Names Gendered?

Bénédicte Laurent

Bénédicte LAURENT is the leader and founder of the Namae Concept (advising company in brand creation). She has a doctorate in General linguiscs and phonetics since April 2006. She is also known for her book,  Nom de marque, nom de produit : sémantique du nom déposé (2010)

Is there a gendered typology for brands?

In languages where the object names in the current language have a gender, we can identify trends in product positioning and / or report that the brand wants to establish between the product and the consumer.

Similarly, in English languages, for example, where objects have no gender, a rather feminine and masculine imagination is built, even if not directly apprehended in terms of gender, but rather impressions ( » sweet « , » technology « , etc..).

This does not mean that we always have a feminine name for women’s products and male names for men’s products. But according to the fields, the relationships established and the constructed image of the product are quite explicit. Thus, women’s razors are called: Venus Lissea, Pure, Bikini, Intuition, which refers to the world of women, for men, we find Blue Gillette Mach, Mach3 Turbo, Sensor, Wilkinson Sword, BodyCruzer…

It would be interesting to know the sales result for the model Epilady for men; this could guide us on the degree of impact of a name on the sales!
Other products much for women ( have male names, because the promise of sale is much more based on technological efficiency: Kompressor, SilentStar, PerfomerPro, Compacteo, Soleo, Devil … And to evoke powerful products reliable and technology, our performances still go through an image of the male …