The Old West: How Dropping Kanye's Name Will Affect Kim Kardashian's Brand
There’s so much at stake for Kim Kardashian now that she’s gearing to divorce Kanye West. In 2017, the Keeping Up With the Kardashians star launched her lucrative cosmetics line, KKW Beauty. Today, Kardashian still owns 72 percent of the company after selling the 20 percent to beauty conglomerate COTY recently.
But as Kardashian's fans know, the three-letter brand stands for Kardashian’s complete married name: Kim Kardashian-West. However, since she and the rapper are already in the process of divorcing, the mom of four needs to decide if she will change her cosmetics brand’s name.
While speaking with Yahoo! Finance, Phil Davis, the president and founder of Tungsten Branding, said that if Kardashian was his client, he would advise her to take things slow.
“Some of these things are emotional reactions, and you have to separate that out from what’s really going on in the business,” he said.
Davis said that brands such as KKW could already live on their own because of their acquired secondary meaning. Therefore, the brand becomes what it is.
The president and founder of Tungsten Branding also said that there could be a compromise when using a partner’s name as branding. Instead of relating “W” to West, Kardashian could alter what the letter stands for.
For instance, the letter “W” can represent the word wild or worldwide so Kardashian doesn’t need to change her brand’s name. However, she still gets to disassociate her brand from West.
According to Davis, since the cosmetics brand is found everywhere, Kardashian would need to shell out a huge sum of money to have it removed from her website and every single product.
So, it’s best to contemplate what she wants to do and how she can still use “W” in her brand even after her divorce.
According to Davis, Kardashian has time on her side given her success and fan loyalty. Before making any type of decision, the reality TV star is encouraged to think about where the KKW brand resonates with her fans.
“The most important question is not if she identifies with KKW, but whether or not her fans do. It's paramount to think through all of the pieces, talk to the people around you, analyze those ripple effects and make a clear-eyed decision that's not fueled by emotion,” Davis said.
A source for E! News also said that Kardashian’s decision to keep her surname in her documents and on her brand will ultimately depend on her four kids. After all, using the same surname with them will most definitely make her children happy.
“Her kids and their happiness are her main priority. She is very protective over them," the source said.
In fact, it’s not unusual for famous personalities to keep their surname even after a divorce.
Tina Turner, whose real name is Anna Mae Bullock, still uses her ex-husband’s surname even after she remarried.
Even though Kardashian and West’s divorce still hasn’t been finalized, there are already some speculations about their dating lives.
E! News revealed that the SKIMS founder isn’t focused on dating. For now, Kardashian wants to focus on her children and her career.
Kardashian is also aware that her friends would try to set her up on dates later. But she’s not putting her energy into meeting anyone right now.
“She has the full support of her family and dating isn't on her radar, she is solely focused on her kids,” the source said.
Earlier this week, Page Six claimed that West already has his mind on dating. In fact, the rapper reportedly wants to date an artist, who speaks the same language as him.
It seems that West’s next partner would have a lot to live up to. After all, he previously called himself Michaelangelo and Picasso.
“I am unquestionably, undoubtedly, the greatest human artist of all time. It’s not even a question at this point. It’s just a fact,” he told GQ.
But regardless of who the exes date, what’s most important is that they are getting along right now.
A source told People that Kardashian and West have lived up to their promise of making the divorce process easy for their kids.
“Kim is very happy that they have managed to keep things calm. She thinks Kanye is a good dad. She wants him to be able to spend as much time with the kids as he wants,” the source said.
Source: Yahoo! Finance, E! News, Page Six, People
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