A signature brand: Jimmy Choo

A great name is the beginning of a great brand. The best name for your brand is one that customers can easily remember and associate with you. Your brand name can also be protected as a trademark. In the fashion industry it is particularly important to get your name and logo right, as they are such an integral part of creating your overall brand image. This chapter will take you through the process of choosing a name and designing your logo. Before you begin, however, it is important to understand that you need to consider at least two, and possibly three, names for your company. The first is the brand name, also ...

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