justgold

justgold is a brilliant brand name. It tells us right to our face what they sell, just gold, nothing else. How do we come up with a good brand name ? First we need to have a positioning and positioning is about focus, the key to building a share in the mind of consumer. Want to sell diamonds ? The merit of this justXXX naming structure is extendability : justdiamond. The extension can be limitless : justsilver, just crystal, justjade ... you name it so long as it is jewelry business targeting at women. But the trouble is that such a highly extendable structure is easy to become generic. Other people may come up with brand names like justcoffee, justcandy, justfashion and alike diluting your brands. Well, brand naming is an art and it's not easy at all.

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