Monster HIGH

Monster HIGH is the sort of name that works because it is loud, not because it explains much, and that usually points to youth-oriented fashion, toys, or entertainment branding. By our assessment, its best quality is the instant attitude: it sounds playful, a little rebellious, and easy to remember. The downside is that the name does a lot of the work on its own, so it can feel more like a mood than a clearly defined product. In practice that means the actual appeal will depend heavily on the thing underneath the brand, whether it is a toy, a line, or a themed item. Monster HIGH sits with other style-led names that sell personality first and detail later.