Trademark is an important part of brand strategy, and there is a lot of skill in naming a trademark. The naming of an enterprise and its products should not only facilitate the expansion of popularity, but also pay attention to marketing effects. Easy to read, easy to remember, good to look at and good to listen to are the basic principles of trademark naming. Through research on corporate trademark naming planning practices and experiences, the editor has summarized the following trademark naming skills and principles.
The trademark name should be based on the nature of the industry and reflect the performance and functionality of the product. Complying with the nature of the industry means planning based on specific industries and products, finding the right positioning, making precise cuts, and finding the best fit between the two. At the same time, the namer should also stand in a new, strange and unique perspective, so that the concept is harmonious with the nature of the industry and product functions. Typical cases include the "Luneng" and "Shandong Iron and Steel" trademarks in Shandong Province. The first characters of both trademarks express strong regional characteristics; the last characters reflect the service and production content. Such trademarks are highly suggestive and easy for consumers to remember and become familiar with.
The trademark name should conform to the corporate image and spread the corporate culture. As an imported product widely used in modern corporate management, corporate image mainly reflects a planned and forward-looking strategic concept and a positive and progressive corporate culture when applied to trademark naming. For example, the trademark "Jiuyang" is a split form of the word "Xu", implying the rising development trend of this young enterprise.
When naming a trademark, you should take into account the pronunciation, connotation, font shape, name and beauty of Chinese characters. Chinese characters should still be the first choice when naming trademarks. Chinese characters have implicit meanings, beautiful glyphs, endless variations, and exquisite music. When choosing a name, you should pay attention to the healthy meaning of the words, be modern, impactful, have a deep taste, and be conducive to communication; the pronunciation should be catchy, try not to use uncommon words and tongue twisters, and pay attention to the rhythmic beauty of the name; In terms of fonts, the idea is to be creative and easy to recognize without being formalistic. Only by integrating the three aspects of sound, shape and meaning, and integrating the concept of Chinese characters, can we have a good name that conforms to the usage habits of Chinese characters. For example, the "Tide Wave" trademark has a grand meaning, vigorous and powerful fonts, and beautiful melody.
Trademark naming should conform to the trend and integrate into the international trend. If modern enterprises want to integrate with the international market, they should refer to the international status quo. When naming a trademark, you should consider both the domestic audience and the international market. For example, "Younger" has similar pronunciation in Chinese and English. The English "Younger" means young and youthful, and it can be regarded as a good international trademark.
Trademark names should reflect historical connotations and convey cultural heritage. For trademarks used in traditional civilian products, if more historical, geographical and cultural connotation elements are injected, it will have an unexpected effect in improving the level and height of the product. Five thousand years of history have created a rich and splendid Chinese civilization, which can be used by the namers. For example, the century-old "Hongjitang" pharmaceutical brand saves the world and saves people. The vast and far-reaching business philosophy has been passed down through the trademark for hundreds of years.
A trademark is not just a name, but also carries corporate culture and spirit behind it. By studying the naming rules of related industries and referring to the successful experiences of others, it is necessary to create a good name for the corporate trademark. It will be beneficial to the long-term sustainable development of the enterprise.