How To Make A Brand More Ownable7 Dec 2012
In 1984, Fast Retailing, headed by Tadashi Yanai, opened the first UNIQLO store in Hiroshima, Japan.
Since then, the brand has evolved from a chain of roadside stores to an international leader in style, quality, and fun.
While the initial name ‘Unique Clothing Warehouse’ was communicative it wasn’t ownable from a trademarks standpoint.
That’s because multi-word descriptive names are very difficult to own and register.
Eventually the corporate name transitioned from a descriptive name to an invented suggestive moniker – Uniqlo – which is distinctive, shorter, more powerful, and ultimately a much stronger trademark.
Here’s the takeaway: invented names are stronger than descriptive names or real word name.