The Power of Brand Names

The optical industry came up with what they call ‘A bright idea’ (eyewear a visual history: pp. 130) The marketers called it a brilliant idea, it revolted the eyewear business and turned it into a resourced trade. An eyewear company would use a designer’s name and print it onto the frames of the glasses and they sold them as a creation of the fashion house. How would putting a designer label on glasses make them sell even better? Seems that by adding a label it gives you a ‘status- boosting talisman’ (Chen; 2011 ) people love

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James Ayscough was the first to start experimenting with tinted lenses in the 18th century. These weren’t sunglasses, however. The blue- or green-tinted glass was believed to correct for specific vision impairments. And yellow- and brown-tinted glasses were used by victims of syphilis in the 19th century because one of the symptoms of syphilis is sensitivity to

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Warby Parker was able to change the distribution and pricing strategy for eyeglasses and be successful because they were able to identify a market that had high mark up cost for company profit and were able to see that the target market would want a more affordable product. The industry of glasses sells their glasses for 5 to 10 times the price that Warby Parker does. The key to their success is cutting out the middleman and selling directly to consumers. There is a huge concentration of the market share with for other glasses companies such as Luxottica’s.

Linda Farrow was originally a fashion designer. Breaking the glass ceiling in the 1970’s, Farrow was one of the first to launch an exclusive eyewear collection. In farrows designs, she used unique and original shapes and colors. The unique designs that Farrow’s collection included in the 1970’s, are now some of the classic shapes of sunglasses today. The brand took a 20 year break and was brought back to life by Farrow’s son Simon Jablon. Simon was cleaning out a warehouse that belonged to his mother and found a box full of sunglasses. The company was originally named Linda Farrow Vintage because of the vintage frames that farrow used in her designs. It was later changed to Linda Farrow so it could expand beyond vintage inspired sunglasses.

Arnette was the creation of Greg Arnette, who in 1992 set up his eyewear brand from a garage in California. After releasing styles such as the Raven and the Black Dog, the brand grew into a pioneering choice for the youth of the day, redefining the eyewear market. From 1995 to 1998, Arnette sunglasses continued to expand and the brand made a

Foster Grant sold its first piece of eyewear in Atlantic City in 1929, beginning the trend of wearing sunglasses as a fashion statement. (Syracuse Special Collections Research Center, 2011)

The common definition of a brand, as written by Forbes magazine writer Jerry McLaughlin, is “the name given to a product or service from a specific source” (McLaughlin). For instance, when Andy Warhol created a brand, he created a set image or thought that a person thinks of when they hear his name. The same is when a person thinks of baking soda, they generally think of Arm & Hammer or when Arm & Hammer is mention, the first product to come to mind is baking soda. So, when people hear the term, Pop Art, they think Andy Warhol because he was the one to brand himself to the technique despite many artists that were creating other works of Pop

Specific Purpose: To inform the audience about the invention of sunglasses, its inventor James Ayscough, and the roles he has played in history and common day life.

There are different brand names that many people recognize, as well as many brand names most

In society today, everything has a name for it. If the product doesn’t have a well-known name, it goes by name that a well-known product that is similar goes by. Branding has made its impact on society and it’s never going to go away. In this situation, all we can do from here is analyze more and more until we fully understand its presence in society and its effects. Branding has its biggest effects on consumerism, which makes us question consumerisms power in society. Has our society become one big, replicated consumer or can a consumer or even a person still be unique and individual? Branding creates competition amongst companies throughout the world and creates a competition for the consumers. Not only, it also creates issues, creates

1. A brief history of the brand: origins, key stages in its growth , etc.

The word ‘brand’ is derived from the Old Norse word brander, which means to ‘burn by fire.

"The naming of the product, service or company is called branding. A brand or name is the label that consumers associate with your product. For this reason, a brand or name should help communicate the product's positioning and its inherent drama for the consumer" (Roman G. Hiebing Jr and Scott W. Cooper; The successful marketing plan, a disciplined and comprehensive approach; 2003).