'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)
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.
Shakespeare indicated that if a rose were to be known by another name, it would still smell as sweet. Does the same principle apply to the luxury fashion sector? Would brands like Louis Vuitton and Giorgio Armani have the same associative elements and success if the names of their founders were different? The answers to these questions will become clear as we take a trip down the history lane to the origins of branding and the evolution of the global luxury fashion sector.
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