Larger corporations use focus groups to make these determinations. They start with a list of names and obtain perceptions of what those names mean to others (not to the corporation). Using graphical elements as an example: I would use the color blue ...
Sammie, you are so wrong. Without a doubt Gucci is more expensive. One Gucci belt sets me back for 300USD and I can find an Armani for half that price. Gucci doesnt have subrand like Armani (Emporio, Giorgio and Exchange which is much cheaper). Gucci...
Santee Alley... you can get almost anything here on the black market. They have TONS of handbags for like 5 bucks!