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Europe-inspired brand names in India, do they work?

I wonder. Have a look at some brand names in the apparel market:

Peter England
Cambridge
Oxford
Liverpool
Thomas Scott
Heidelberg
Barcelona

Easy to imagine 'England'. But how about Cambridge or Oxford or Liverpool? Or for that matter Scotland or Sweden or Germany or Barcelona? If apparel makers have their way, entire Europe might land in India.

If the names are known but can't help people imagine, it can become tough. But if the names are known too well and facilitate the imagination, you had better understand the names the way consumers understand them. Naming is a big deal, indeed.

2 responses to “Europe-inspired brand names in India, do they work?”

  1. Tushar Jambhekar Avatar
    Tushar Jambhekar

    Names do make a huge difference. Especially if they have some resemblence to a foreign name. ‘Premier Padmini’ can never erase FIAT from our minds but Ambassador did manage to erase Morris. Ajmal can never be regarded as international in the Indian minds, but Mubadala from the same region sounds more foreign to Indian ears.
    I feel its a universal trend- acceptablilty for a brand always depends on the name. Why else would beauty brands always have a feel of Paris in their name, even if the R&D and manufacturing was out of Ambernath???

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  2. Siddharth Soni Avatar
    Siddharth Soni

    Right. The names I was trying to highlight are geography/placed inspired brand names. I was wondering about the effectiveness of names coz, surely, the idea is to evoke and appropriate the associations with those places or the fashion code of those places.
    Your reference to Paris is apt.

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