A good name is worth 10 million advertising dollars. Domestic marketers often ignore the importance of brand names. They believe: "The real value is the product itself and the benefits it provides to customers." Yes, products do matter. However, compared to the brand name, the product is not that important. From a long-term perspective, the most important thing for a brand is its name. In the short term, a brand needs a unique concept or product to survive, but in the long term, this unique concept or product will gradually disappear and be replaced by your brand name and the brand name of your competitors. difference. So, when building a new brand, your most important branding decision is what to name your product or service. ◆A brand needs two names. Just like the post office delivers letters to you, each email is placed into a grid according to the name on the letter. There are two grids in the minds of consumers, one grid is for product categories, and the other grid is for brand names. When the category name and brand name are locked together, the two things become related. Mercedes-Benz is locked with a category called "Luxury Cars"; Volvo is locked with a category called "Safety Cars"; Pulse is locked with a category called "Sports Drinks" A brand needs two names, one is Category name, one is the brand name. And the category name is more important than the brand name. Because consumers’ purchasing order is like this, consider the category first and then the brand. Consumers will first think: "I am thirsty and I want beer"; secondly they will think: "Which brand of beer should I want?" Therefore, the first and most important question is, what is the name of the new category? If you cannot define the new category in concise and understandable language, the new category is unlikely to be successful. When naming a new category, first of all, remember that category is a general name, which represents an industry or product category; secondly, the category name should reflect a concept or industry; in the naming process, the most important thing is not to accurately describe the new product Rather, it is about expressing the industry represented by the new category in as simple a way as possible. Come see Red Bull. The product is a mixture containing a trace amount of carbon dioxide and a high concentration of caffeine. The category name given to it is "energy drink". It is not only simple, but the name can make people immediately think of a new beverage category that is different from other beverages. When naming a brand, the most important thing is to emphasize the feeling and difference the brand brings to consumers. Functional brands are named based on a certain functional effect of the product, such as Mercedes-Benz (car), Rejoice (shampoo), Jaguar (car), Maxam (soap), Safeguard (soap), Tide (washing powder) , Hushubao (sanitary napkins), Reebok (sports shoes) and so on. Emotional brands are named based on the spiritual feeling that the product brings to consumers, such as Dunhill (clothing), Goldlion (clothing), Midea (home appliances), Budweiser (beer), Kellogg's (food), 7-Up (beverage) ), Fuhao (cars), Geely (blade), MasterCard (credit card) and so on. ◆A good name must seize resources and establish barriers. The biggest feature of the Chinese market is that it is difficult to innovate and imitate quickly. Therefore, when you discover a new category, in addition to thinking about a good category name, you also need to think about how to establish barriers to follow up. First, firmly occupy the large resources of the category, so that even if the opponent wants to follow up, it will be difficult to do so.