Naming principles of trademark names: In addition to meeting the statutory requirements for trademark naming, the following principles should also be followed:
1. Easy to identify, read, understand, remember and write.
The name of a trademark must first be clear and concise; Words should be easy to understand, and don't use obscure words; Use characters with simple strokes that are easy to write and print, and don't use ancient characters and obsolete characters with complex strokes that are difficult to identify or have been eliminated; Pronunciation should be loud and fluent, with musical aesthetic feeling, and bending and twisting should be avoided. In addition, the text of the name cannot be too long.
2. Grasp the characteristics and highlight the key points
Trademark name is very short, which can only show the characteristics of a certain aspect of the goods, so we should grasp the characteristics and highlight the key points. This kind of prominence, or focus on highlighting identity, such as "Kweichow Moutai"; Or focus on display technology, such as "China Ancient Health Essence"; Or focus on display materials, such as "double needle toothpaste"; Or focus on showing value, such as "diamond electric fan"; Or focus on the performance of utility, such as "baili brand soap"; Or sketch an image, such as "white rabbit toothpaste"; Or show interest, such as "Xiyingmen towel quilt"; Or show style, such as "Princess Qin"; Or clearly indicate the product category, such as "organic rice"; Wait a minute.
3. name and reality should be integrated to avoid self-contradiction
The name should reflect a certain characteristic of the commodity from a certain aspect, should be associated with the commodity, and there should be no phenomenon that the name of the commodity does not match the reality or damage the image of the commodity. For example, "Panther" brand agricultural vehicles, "Panther" shows the power of vehicles, and "Chrysanthemum" of "Chrysanthemum" electric fan gives people a cool feeling, which is reasonable and reasonable.
4. Consider the psychology of consumers.
Commodities have a certain number of consumers, and naming should consider the psychology of consumers in order to win the market. For example, children's products should consider children's psychology: so there are little angel children's shoes, white rabbit toffee and Wahaha fruit milk. Health care products for the elderly should consider the psychology of the elderly: so there are Bainianle Chinese patent medicine, Laolaifu oral liquid and Ruyi brand crutches. Cosmetics are mainly consumed by young women, so the brand names are fashionable and foreign: Aoqi, Yaqian, Head & Shoulders, Lihua Bao Si and Golden Ballet. High-end consumer goods are aimed at the characteristics that buyers should choose carefully, and use brand names to express the preciousness, exquisiteness, durability and advanced quality of goods, so there are Strauss pianos and sapphire watches.
5. Names should be beautiful and meaningful.
The so-called aesthetic feeling is that the name is vivid and can make people have good associations. Such as: tulip wallpaper, penguin sweater, lotus gourmet powder.
Implication means that a name can contain more information. For example, "Zhong Yi" not only shows that Italian technology has been introduced into the product, but also tells people that the product can be satisfactory. "Old Frye" not only means getting old and blessed in Chinese, but also is homophonic with English LONGLIFE. A good brand name can help the brand to confirm its existence and establish its image. In today's increasingly homogeneous products, the competition between enterprises is also the competition between brands. Eye-catching and clear names make people unforgettable, while unique and memorable names make people catchy. A well-designed trademark can quickly expand the scope of communication and improve the popularity of goods, which is undoubtedly of great significance to the promotion of goods. Secondly, a good name plays an important role in suggesting brand positioning, marking characteristics and explaining culture. If the naming includes historical, regional and traditional cultural factors, it will make the trademark more profound, a good name will tell a story, and the story will become one of the magic weapons of brand success.