Product Naming for Footwear Brand
When Sanita Footwear prepared to launch a new slip-resistant professional clog, the company needed a product name that aligned with its broader brand identity while appealing to U.S. audiences.
I helped evaluate the original naming direction, identify potential positioning challenges and develop an alternative product name designed for stronger long-term scalability and market alignment.
The Challenge
The Denmark-based product team developed a new slip-resistant professional clog, but the original proposed name needed refinement before launch in the U.S. market.
The initial name, “Sanita MaxGrip,” felt overly masculine for the brand’s traditionally gender-neutral positioning and focused too narrowly on a single product feature. The team also needed a name flexible enough to support future product enhancements without requiring a rebrand.
Strategy & Execution
Evaluated the proposed product name (Sanita MaxGrip) through the lens of brand positioning, audience perception and long-term product scalability.
Developed naming criteria focused on brand alignment, consumer connotations, gender neutrality, trademark considerations and future product flexibility.
Researched emerging “smart” terminology trends in technology and automotive branding to identify opportunities for stronger product positioning.
Created and presented alternative product naming concepts designed to better align with the brand’s audience and long-term marketing strategy.
Recommended the name “Sanita Smart Step” to position the product as innovative, approachable and adaptable for future feature expansion.
Results
The “Sanita Smart Step” product name was officially adopted by the Denmark team in 2012.
Created a more scalable product identity that allowed the line to evolve without requiring future rebranding efforts.
The Sanita Smart Step line continues to be a popular seller for the brand.
Original Naming Direction
The original proposed product name emphasized slip-resistant performance, but introduced positioning concerns related to tone, audience alignment and long-term brand flexibility.
The “MaxGrip” language felt unusually aggressive for a brand traditionally associated with more approachable, gender-neutral positioning and focused too narrowly on a single product feature.
Naming Strategy
A naming framework was developed to evaluate potential product names against audience perception, brand alignment and future product scalability.
Key Considerations
Alignment with Sanita’s broader brand positioning
American consumer connotations and tone
Gender neutrality across target audiences
Flexibility for future product enhancements
Trademark and competitive naming considerations
Final Product Identity
The “Sanita Smart Step” recommendation repositioned the product around innovation, performance and broader market appeal while allowing room for future product evolution.
The broader naming direction created flexibility for future product enhancements while maintaining stronger alignment with the brand’s audience and identity.
Product Rollout
The Smart Step name was ultimately adopted by the Denmark team and incorporated into broader product branding and promotional materials.
The product line continues to remain part of Sanita’s professional footwear offerings today.