Identifying New Name for Rebrand (with research).

With my proposal to use the notion of 'sports luxe' as an example of brands' ability to manifest themselves into sub-brands and new sectors of popular culture and social presence and exploit the brand strategies used by sports brand Adidas to re-brand Lululemon Athletica established, I must first generate a new name for the yoga/active apparel company.

The issue with the current name, aside from the numerous associated controversies, is that there is no contextual support or relevancy that gives consumers an indication of the company's sector of business, specialism within the apparel market or points of consumer identification / opportunity for resonation. Nothing about 'Lululemon' suggests a brand who's aim is to provide style-conscious specialist yoga and/or running wear for the active consumer. Considering this, I believe it is important to address this immediately. 

In an attempt to provide the company with a considered, relevant and subject appropriate name, I looked to words associated with yoga - this being the primary focus of the brands apparel. 

Preliminary research allowed me to identify 'Sanskrit,' the classical Indian language used in yoga to define poses and practices. This allowed me to explore and identify potential words of the language that had potential to become a part of the re-brand. Some of these are detailed below:

• OM: a single-sound mantra that signifies the unification of the body, mind and spirit. 

• PRANA: Life energy, life force, or life current.

• ASANA/ASANAS: Yoga Postures, Asanas are movements designed to help balance, purify and strengthening the mind and body through opening of the energy channels.

• CHAKRA: A centre of radiating life force or energy that is located between the base of the spinal column and the crown of the head. Sanskrit for 'wheels.' 

• SADHAKA: This is a student who strives for a goal.

Immediately from the Sanskrit language I have explored, Asana is the word that is most prominent to me in both sound and relevancy to the brand. The word's concern with balance and strengthening of the body and mind provide a perfect representation of what yoga and an active lifestyle supply to the consumer through a short, direct and easily pronounceable word. A certainly more appropriate brand name that is appropriately reflective of the company's specific sector and specialism. Also, the word will be accepted as common knowledge to those who take part in the activity of yoga and will therefore be provided with a direct indication of what the brand provides, whilst also being an uncommon word that would provoke interest to those new to the brand and promoted lifestyle. 

Whilst Asana may be the perfect word regarding brand relevancy, I feel that an additional word need to be provided to the brand name to further establish the company as one within the sport apparel sector providing active wear for running and other physical activities besides yoga. I believe Athleisure will help to establish ease of identification of the company as a sports brand via contemporary language founded through the sports luxe trend. The term athleisure is used to describe apparel that is both athletic in purpose, stylish in aesthetic - this being what the brand provides. 

The alliterative quality of the combination of these words will also make for a more distinct, memorable brand name.

Rebranded Name:

'Asana Athleisure.'