Nazwisko jako marka na przykładzie rynku mody
Surname as a brand the example of fashion market

Summary/Abstract: The paper concerns the luxury fashion brand whose name is at the same time the surname of a famous fashion designer. The author’s views are based on the analysis of the examples excerpted from fashion market and own research. One of the most essential components of the brand is its name. For products and companies, it is like names and surnames for people. It allows consumers to identify and compare the offers of given sellers. Among all the elements of effective symbolism (used during brand construction), there is a parameter which belongs to the most important ones in brand construction: the surname which is a brand itself. The products of both brands Kenzo and Versace use symbols of culture of their creators, however it’s their genius that gives them a new form and as an interpretation of these traditional symbols, they are today associated with the names of two greatest designers.

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