The brilliance of Kohl's OR What's in a name

[Not Afraid]

Originally Posted by Ghoulish Delight

So really, what struck us, was how unassuming, yet comfortable and familiar the Kohl's brand names are. It's something that I'm rather impressed by. Their marketing department (or whomever named the brands) really nailed it on the head. Brand names that are chamellion like in nature, that stradle the line between recognizeable and blending into the background. Names (and logos...their logos are equally good) that instantly speak of their own legitamacy, that, even though you've never actually heard of them, you might as well have. All this without standing out as either unique, or as knock-offs. They AREN'T like "Sorny", which is an obvious attempt to sound like Sony. They sound like their own, legitimate brands.

And, you are obviously the market they are going for. It's working quite nicely.

To me, it is obvious that they are just puting a brand on a run-of-the-fashion-mill product because people feel comfortable with having a "brand" and the perception of quality that comes from having a name attached to it. There's nothin wron with that because, it works for them.

My personal experience with Kohls (i've purchased a total of 4 items from there) is that their stuff is not very high quality, not too trendy, but is servicable for a functioning period of time. There's nothing wrong with their product, it just isn't anything new and different in the broad sense of the fashion market. But, the methods they are using are not unusual at all.

I feel like I'm back in a branding meeting.