Trademark (brand) is the most important asset of an operator and is the accumulation of years of hard work. When a trademark becomes a brand after years of hard work, it will have great value to both the manufacturer and the buyer. In modern industrial and commercial society, brand is an important part of a product. Different products will have different product images in the minds of customers due to different brands. Brand? refers to a name or noun, label, symbol or a combination thereof, which is intended to distinguish the products or services of different manufacturers so as to avoid confusion among customers. For manufacturers, the brand has the function of identification and protection; it also makes the manufacturer's advertising, sales and promotion efforts more likely to be effective, and can give its products distinctive features through the brand name, making the target market prefer a certain brand. Recognition occurs, thereby creating opportunities for differential pricing. A good brand is very valuable, and manufacturers must spend considerable advertising expenditures and other costs, and must try to maintain the consistency of their product quality, in order to establish the credibility of a good brand. Brands also provide a lot of useful information for buyers. Brands can help buyers make repeat purchases and simplify purchasing operations. If there is no brand, the buyer has to rely on his (her) understanding of the product to choose a product that he (she) feels is suitable from among many similar products. , is a very laborious and time-consuming task; after having a brand, buyers can easily identify and purchase what they (she) need through the goodwill and symbolic meaning represented by the brand. It is worth mentioning that among international trademarks, about 80% are word trademarks. This kind of modern ideograms can help producers achieve the purpose of conveying the novelty of goods and conveying more product information to consumers, which is even more than what can be expressed by a single graphic. The trend of trademark text is facing increasingly diverse choices, and is also in danger of being monotonous and uniform. It takes a lot of effort to choose what words to use.

At present, the number of trademark registrations in our country is increasing rapidly, but trademark words with beautiful, auspicious, popular, elegant and other meanings appear in large numbers on many daily necessities, making it difficult to apply for registration. At the same time, due to the increased awareness of trademarks among producers, operators, trademark designers, and trademark managers, my country's current trademark design has begun to turn to meaningless word trademarks or graphic mark trademarks. Word trademarks without meaning have three characteristics: first, they are artificially created, which are words or pictures designed specifically for the use of trademarks; second, they have no meaning; third, they are composed of words (including Chinese and foreign words), such as? Sony SONY", "Kodak", before being used as trademarks, this word was not in the dictionary of any country. Of course, it is now available, and it is interpreted as "a certain company's trademark name". It is precisely because such a trademark is an unprecedented word trademark without any meaning that it is distinctive, distinctive and novel, and can be widely registered and protected by law in countries around the world. The current trend in foreign trademark design is textualization and symbolization without meaning. A trademark without meaning is a "strong trademark", and a trademark with meaning is a "weak trademark". This point deserves the attention of my country's trademark designers and users.

Under the conditions of modern market economy, the fate of a product must ultimately be determined by the market. Consumers’ evaluation of the product is the most real and important conclusion. In this case, product quality, performance, reputation, and trademark visibility are the lifeblood of the enterprise. One of the particularly eye-catching indicators is the popularity of the product's brand and trademark. Therefore, the quality of trademarks has a significant impact on the survival of modern enterprises.

Techniques in naming products (brands)

1. Name them after the company name;

2. Name them according to the names of people and places;

3. Name the product based on the production process and main ingredients of the product to arouse consumers' trust in its quality

4. Name it with auspicious words or commendatory words with emotional color to arouse people's good impression of the product . For example, "Fukang" cars make people rich; "Goldenlion" ties bring people huge amounts of money.

5. Named after made-up words.

6. Named with foreign transliteration.