Pronunciation of brand names is particularly important. Because auditory memory is more powerful and lasting than visual memory, this is why some people can write down hundreds of lyrics but it is difficult to recite the next one. Simple pronunciation makes the name catchy and easy to write and read. From the perspective of commercial communication, it can save a lot of money for enterprises and eliminate consumers' strangeness to products.
George miller, a psychologist at Harvard University, believes that in short-term memory, only seven pieces of information are easy to remember, such as seven similar brands and seven telephone numbers. Therefore, it is very important to get your own brand into the top seven. If people have to try to remember your product name, they will choose a competitive brand that automatically comes to mind. The personality of the name is necessary, which can directly distinguish you from your competitors. Your name should avoid being the same as a well-known brand in the market, or stand on the opposite side of it and give it a more meaningful name.
Brand naming must be able to arouse consumers' interest, attract consumers' desires, and conform to the industry and corporate culture of the enterprise. Naming should be based on the life information of the legal person, try to make up for the disadvantages in the development of the enterprise, highlight its own advantages, and avoid being similar or identical with other enterprises, especially those in the industry.
A good name should be eye-catching, catchy and easy to remember, because in psychology, the name is called the first cause effect, which gives people the first feeling. A good name makes others feel good about themselves. Modern people pursue individuality and are different from others. Enterprise name and product name need individuality. It is like an advertisement, which can be deeply rooted in people's hearts after a long time.
For an enterprise, brand naming is very important. With a good name, you can quickly expand your business and become a household name, thus greatly enhancing the brand value. So what is the principle of brand naming?
Brand naming principle 1, legal
Legitimacy refers to being protected by law, which is the primary premise of brand name. No matter how good the name is, if it can't be registered and protected by law, it won't really belong to its own brand.
In the thermal underwear war in 2000, the brand "Antarctic people" was used by dozens of manufacturers because of lack of protection. It is a pity that the advertising fee invested by one manufacturer has made everyone a public expense. A large number of manufacturers have started predatory development and use of the same brand, which makes consumers confused and difficult to distinguish. Facing the same brand, the price and quality are completely different. Finally, consumers put all their accounts on the brand "Antarctic people" and gradually lost their trust in it.
We used to provide planning services for the meat snack food of Jilin Zhuo Yue Company. In the market survey, we found that "Country Barman" produced in Zhejiang is the main competitor of Zhuo Yue Company, but "Country Barman" can't be registered, and there are countless manufacturers producing "Country Barman" products. However, consumers' brand awareness rate of "hillbilly" products is also quite low. The analysis of the survey data shows that as many as 79.2% of consumers only remember the product name of "Xiangbalao", but few consumers can cite the brand name of the manufacturer. 57% consumers think that "Country Barman" is a brand name, and they don't know which manufacturer produced it.
Miller Company introduced a kind of light beer called Lite, which is a variant of Light in English. Business is booming, and other breweries have followed suit and launched light beer named Lite. Because Lite is a common word that directly describes a certain kind of product, the court ruled that it should not be protected. Therefore, Miller Company lost the exclusive right to use Lite's trademark.
This shows how important it is for a brand to be legally protected.
Brand naming principle II. Respect culture and transcend geographical restrictions.
Because of the differences in history, culture, customs and values among consumers in different countries and regions, their views on the same brand will be different. In this country, it is beautiful, but in another country, its meaning may be completely opposite. For example, in our country, bats are considered to have beautiful associations because they are homophonic with blessings, so there is a "bat" electric fan in our country, but in English, bats translate into English to mean vampires.
Most domestic brands are named only in Chinese characters, which makes local people feel puzzled when they go abroad. Some brands adopt Chinese Pinyin as a flexible measure, which proved to be unworkable because foreigners don't understand the meaning of Pinyin. Changhong, for example, uses its Chinese phonetic alphabet Changhong as a trademark, but Changhong is meaningless to foreigners. HiSense, on the other hand, has a global strategic vision and registered the English trademark of "Hisense", which comes from highsense, meaning "high sensitivity and high definition", which is very in line with its product characteristics. At the same time, highsense can be translated as "lofty knowledge", which embodies the great ideal of the brand.
It can be said that brand name has become a threshold for the globalization of domestic brands. In the international naming of China brands, some brands make a fool of themselves because of their ignorance of foreign cultures. The trademark of "Fangfang" brand cosmetics in foreign countries has been translated into "Fangfang", and Fangfang in English refers to "snake teeth". In this way, the frustration of Fangfang cosmetics is understandable if anyone dares to touch anything toxic.
Brand naming principle 3, brand name recognition
Just like everyone's parents will take a name when they are born, once the brand is born, the guardian of the brand will give the brand a good name. However, the brand name needs to be approved by the industrial and commercial department, that is, the brand name cannot be the same as or similar to other brands in the same industry. There are people's names as long as parents are happy. Therefore, even in one place, there will be many people with the same name. Take my name as an example. When I was at school, I met several identical ones. As a result, I did good deeds and others followed suit. When others do bad things, I have to bear the strange eyes of others. The fatigue of the same name is endless. Even in one class, there are two. As a result, when the teacher asked Zeng to answer questions, there were always two people standing up at the same time. Teachers have to use the appellation of "Da Zeng Zhaohui" and "Xiao Ceng Zhao Hui" to indicate the age difference. Although it is awkward to read, it finally solves the distress of the same name. On the fiftieth anniversary of the founding of the People's Republic of China, tens of thousands of people found people with the same name in the search for comrades.