Methods of naming brands

A good brand name is the prerequisite for the brand to be recognized, accepted, satisfied and even loyal by consumers. The name of the brand plays a large role in the product's quality. It has a direct impact on sales. As the core element of the brand, the brand name even directly affects the popularity of a brand.

Through research on market brands, we have summarized the following 17 naming methods for companies to learn from when naming their brands.

(1) To enhance the momentum

Using this method to name a brand generally does not exceed three Chinese characters, and the English length generally does not exceed eight letters. The pronunciation shows an upward style, and the pronunciation is The tone is loud and clear, bold and powerful, and the pronunciation is structurally symmetrical to each other, showing great pride and a sweeping view of the mountains.

For example: Yangtze River, Great Wall, Changhong, Vanke, Zhengda, Pentium, Shanghai Shanda, Hunan Yuanda Central Air Conditioning, etc. The naming of the brand establishment clearly indicates the high aspirations. Corporate values.

(2) Named after the company name

This kind of brand named after the company name highlights the brand size and reputation of the product producer, can deepen consumers' understanding of the company, and has the effect of It helps to highlight the brand image and obtain the best communication effect with the least advertising investment. Such as Sony, Hitachi, Toshiba, etc., are all examples of using corporate names as brand names.

(3) Image method

It is to use animals, plants and natural landscapes to name the brand. For example, the "Seven Wolves" costumes give people a wild and brave feeling, reminding people of the classic plot of "Dance with Wolves"; the "Holy Elephant" floor gives people the impression that even an elephant would be difficult to step on

< p> Bad floor image; there are also "big red eagle", "panda", "jaguar", "peony", "green bamboo", etc., using the image method to name the brand, and using the images of animals and plants, it can make people associate and friendly feelings, improving cognitive speed.

(4) Focus on the future

A good brand name must not only be concise and clear, easy to spread and associate, and have a sense of the times, but also must be established in line with international integrated business trends and expectations. An effective brand strategy for future market expansion, based on the brand strategy to objectively predict future development and then determine the brand name.

As we all know, in 2006, ExxonMobil ranked first among the Fortune 500 companies in the world. Many years ago, in order to design a name and pattern that would not only adapt to customs around the world but also comply with the laws of various countries, this American oil company invited experts and institutions from various fields and spent 6 years and $100 million to investigate 55 countries. and region, finally determined the name of EXXON, and selected one from more than 10,000 designed trademarks. Today, the brand is well-known around the world and its brand value has reached tens of billions of dollars.

(5) Directly borrow, appropriate, and occupy existing basic vocabulary of communication influence

The biggest advantage of this commercial brand naming method is: when developing the market, use straw boats You can borrow arrows, which greatly reduces the resistance to brand promotion, saves a lot of advertising costs, and reduces brand promotion costs.

There are countless examples of this around us.

Fujian Septwolves SEPTWOVES (men’s clothing and cigarettes), the brand name is borrowed from the name of a Taiwanese movie "Septwolves". It borrowed its name by coincidence, and conducted in-depth brand cultural excavations to combine the wolf's Characteristics such as bravery, self-improvement, and rebelliousness are closely connected with the style of the target group. To go a step further, we hired Qi Qin, a well-known Taiwanese singer (who became famous with the popular song "Wolf of the North") as the brand image spokesperson, making this brand image spokesperson. The wolf and the other wolf set off each other, bright red and purple, and they should go their own way.

(6) Naming based on people’s names

Attract consumers with the reputation of outstanding figures or historical legends, and arouse people’s imagination of the products, such as Zhang Xiaoquan scissors, Wong Lo Kat seasoning, etc.

(7) Reflect the pursuit of the enterprise

Condensate the pursuit of the enterprise into idioms and condense it into a brand name, so that consumers can feel the value of the enterprise when they see the product brand.

For example, Shanghai "Shengda" Internet Development Co., Ltd. and Hunan "Yuanda" Enterprise highlight the company's lofty value pursuit; Fujian "Industrial" Bank reflects the value pursuit of "prosperous career"; Wuhan "Jianmin" brand outstanding In order to pursue the corporate pursuit of serving people's health; the brands of "Tong Ren Tang" in Beijing and "De Ren Tang" in Sichuan highlight the corporate pursuit of "cultivating benevolence and benefiting the world and maintaining health". Therefore, using the value method to name a brand is of great significance for consumers to quickly feel the corporate values.

(8) Name it with auspicious words or words of praise that have sentiment ***

This naming method can quickly win people's favor for the product. For example, "Fukang" cars make people rich, and "Goldlion" ties bring huge wealth to people.

(9) Use your own advantages in naming

Examine the geographical location and geographical advantages of the enterprise, that is, connect it with local place names or local characteristics and specialties, and use people’s understanding of the region to Trust, in turn, derives from trust in products and business brands. It can also be directly

combined with the product type and cleverly linked to make the brand spread, easy to connect to the product, and have a complete feeling.

Qingdao (beer) is a famous Chinese brand named after a combination of place name and product type. Every time when people hear the word Qingdao, they will naturally think of this beautiful coastal city, beautiful scenery and fine wine. Based on their recognition of Qingdao, everyone naturally derives their recognition of Tsingtao Beer and establishes an equal sign. brand identity association.

(10) Name the brand with product efficacy

Enable consumers to identify with product efficacy through the brand. For example, "Naoqing" is a brand of nutritional oral liquid that "strengthens the brain and improves intelligence"; "Feirou" shampoo is named after the product is dedicated to allowing users to have elegant and smooth hair; "Kangchiling", " The "Liu Bi Zhi" toothpaste is named after the toothpaste's preventive and therapeutic effects on teeth.

Using the efficacy method to name the brand can make consumers think of the functions and effects of the product when they see the brand name. There are also "Kuai Yi Tong", "Kuai Kian", "Hao Ji Xing", "Xie Li Ting" and so on.

(11) Naming the product according to its production process and main ingredients

This can easily arouse consumers' trust in its quality. Such as "Erguotou Wine", "Pearl Oral Liquid", etc.

Qingdao (beer) is a famous Chinese brand named after a combination of place name and product type. Every time when people hear the word Qingdao, they will naturally think of this beautiful coastal city, beautiful scenery and fine wine. Based on their recognition of Qingdao, everyone naturally derives their recognition of Tsingtao Beer and establishes an equal sign. brand identity association.

(10) Name the brand with product efficacy

Enable consumers to identify with product efficacy through the brand. For example, "Naoqing" is a brand of nutritional oral liquid that "strengthens the brain and improves intelligence"; "Feirou" shampoo is named after the product is dedicated to allowing users to have elegant and smooth hair; "Kangchiling", " The "Liu Bi Zhi" toothpaste is named after the toothpaste's preventive and therapeutic effects on teeth.

Using the efficacy method to name the brand can make consumers think of the functions and effects of the product when they see the brand name. There are also "Kuai Yi Tong", "Kuai Kian", "Hao Ji Xing", "Xie Li Ting" and so on.

(11) Naming the product according to its production process and main ingredients

This can easily arouse consumers' trust in its quality. Such as "Erguotou Wine", "Pearl Oral Liquid", etc.

(12) The name clearly targets the service target

When naming a brand, it is a successful naming method to clearly target the target group and create a sense of identity among the target group.

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Taitai Oral Liquid is a female blood-tonifying oral liquid specially designed for married women. This brand name does not require too many words to describe. As soon as you hear it, you will know who the consumer group it is aimed at is. Who, coupled with the use of bright red as the main color of the brand, the interests are self-evident.

Brands that also use the target group to name their names include: Goodbaby (children's car), Wahaha (children's oral liquid), Shangtong (business handheld computer), etc.

(13) Naming with made-up words

This method is ingenious, using words without meaning to break the convention of product names expressing meaning, achieving an unusually eye-catching effect. Such as "Kodak" film, "TDK" tape, etc.

(14) Clever use of auspicious associations

Every year during the holidays, the red Coca-Cola launches a festive commercial with the cartoon image of Fat Ah Fu, catering to China

People’s psychological pursuit of auspiciousness and good luck. Pepsi-Cola was deeply inspired and launched a sentence: "Wish you Pepsi-Cola", which made the brand and advertising slogan very beautiful.

Naming a brand based on known and potential associations often brings good wishes and joy to the customer base, which is a great move. But be careful not to fall into clichés, otherwise it will feel repetitive. Once upon a time, many hotels and restaurants liked to use words such as "fa", "profit", and "hao" as their brand names, and adopted conventional naming conventions such as auspiciousness, smoothness, and prosperity. However, this often backfired and made people feel vulgar. Therefore, the person who names the company must think carefully and not be the same as other people's ideas.

(15) Naming with numbers

Naming a brand with numbers borrows people’s association effect with numbers and promotes the characteristics of the brand.

For example, the brand meaning of "Sanjiu Pharmaceutical" is: "999" long-lasting health, long-lasting career, and eternal friendship. "7-11" is the world's largest retailer and convenience store franchisor, with 21,000 convenience stores in North America and the Far East. The company named the company after "7-11", which means it launched in 1946. Named after the service features of its store opening from 7 a.m. to 11 p.m.

which is very popular among consumers, "7-11" has now become a world-famous brand. There are also "001 Antenna", "555 Cigarettes", "505 Shengong Yuanqi Bag", "Samsung Electronics", "Sany Heavy Industry", etc. The use of digital nomenclature can enhance consumers' differentiated recognition of brands.

(16) Borrow English letters to name the brand

Using Chinese and English letters or a combination of both to name the brand can make consumers feel more "foreign" about the product, thereby promoting Product sales.

The brand name of Youngor (clothing) is based on the English transliteration of "Yoimger" as the Chinese commercial brand name. The English word Younger means young people, which not only corresponds to the main target group, but also makes the brand feel younger.

(17) The brand name must be "fixed"

Some people have set up seven or eight companies and created nearly 10 brands in more than ten years. As long as there is a ranking list, the first place will definitely be It has to be him. According to common theory, this man should be able to control the wind and rain, be like a fish in water, and gain both fame and fortune. However, this is not the case. Not only are his relatives and friends offended, but even his customers regard him as a poisonous snake and beast and avoid him.

There should be dozens of reasons. As far as the brand is concerned, he will never succeed. As the saying goes, a rolling stone gathers no moss. If you cannot be loyal to your inherent brand and implement it consistently, it is unrealistic for it to become a "famous brand" or "old brand".

"Brand" is not a false image, but requires sustained efforts and struggle to build brand awareness

for the company's products.

Persistent efforts to diversify the products, whose quality is trustworthy, coupled with meticulous after-sales service, and long-term advertising investment, have made the consumer public recognize and trust the brand-name products of the famous brand companies that they purchase by name. , such a so-called "golden sign" brand can stand out and be the only one who dominates.