The spreading power of a brand is stronger in brand management. One of the important reasons why a successful brand is different from ordinary brands is that a successful brand has a well-known reputation, and consumers can recall the brand name at the first time when they consume. Therefore, for brand naming, the first thing is to solve the problem of the spreading power of a brand name. That is to say: no matter what kind of name you give the product, the most important thing is to spread the brand to the maximum extent! To enable consumers, especially target consumers, to remember and remember what brand it is! Only in this way can the naming of the brand be considered a success; Otherwise, even if you give the product a nice name, but the communication power is not strong, it can't occupy a place in the minds of the target consumers, and consumers can't remember or remember it, which can only be regarded as a waste of effort. The communication power of a brand depends on the composition and meaning of brand name words, which complement each other and are indispensable. In health care products, melatonin is a brand name with strong communication power. The words melatonin are catchy, popular and easy to remember, and these three words convey the information of the product to consumers at the same time, so that when people hear or see the brand name melatonin, they naturally associate it with two attributes of the brand: one is the role of the product, and the other is the value of the product. Because of this, it is not surprising that melatonin can sell for 2 million yuan in a month with the widespread spread of this brand name with strong communication power. Of course, there are many factors contributing to the success of melatonin, but if melatonin is named as ×× brand compound melatonin, or it is called Naojian, ××××× youth oral liquid and so on, what will happen? The result is of course self-evident. Therefore, to name a brand, communication is a core element. Only the brand name with strong communication can lay a solid foundation for the success of the brand. The affinity of brand name should be strong, so is it true that as long as the brand name has good communication power, the brand can spread well? It is also an internationally renowned soap brand with a strong brand name. The brand awareness and market share of Shufujia are quite different from those of Lux. Similarly, it is used to treat menopausal syndrome, but Taitai Jingxin oral liquid has sprung up suddenly, and the latecomers have come to the fore, winning more market shares. Why is this? In fact, in addition to the factors of brand name communication, there is also a problem of brand name affinity. The affinity of brand name depends on the style, characteristics and tendency of brand name words. Although the brand name Lux has strong communication, its affinity is far less direct than that of Shu Fujia. Lux gives people the impression of being blunt and masculine, but we know that in general, most people who buy soap at home are housewives, so the name Lux is obviously incompatible with the preferences of target consumers. Shufujia, on the other hand, gives people the impression that it tends to be neutral. It not only fits the preferences of the target consumers more widely, but also gives people the association that they will feel comfortable after using it by emphasizing the two focuses of "Shu" and "Jia", so its affinity is stronger. Therefore, when naming a brand, we should not only pay attention to the factors of brand name communication, but also pay attention to the factors of brand name affinity. Only in this way can the brand communication achieve the best effect. The protection of brand name is better. Before talking about the protection of brand name, let's take a look at an example. This is a little-known marketing event that happened in Guangzhou in 21. What happened is this: At the beginning of 21, Jilin Jiuxin Group decided to enter the Guangzhou market after acting as the agent of Yangfan brand new skin mite cream from Jinan Dongfeng Pharmaceutical Factory. So I invested millions of dollars in the market operation. Since Yangfan brand new skin care cream is the first product in China to put forward the concept of "killing mites and benefiting skin", and its advertising is in place, Yangfan brand new skin care cream quickly became popular in Guangzhou after entering the market, and even once appeared out of stock. However, the good times did not last long. After seeing the market phenomenon that Yangfan brand new skin mite cream sells well, some cosmetics factories in Guangzhou paid attention to it. They have successively introduced the brand new skin care cream to the market, which is similar to the packaging of Yangfan brand new skin care cream, but the price is much cheaper, for terminal interception. Under the dual effects of low price for consumers and high discount rate for pharmacies, consumers and terminal pharmacies have abandoned Yangfan brand new skin mite cream and left. For a time, Yangfan brand new skin mite cream suffered a huge impact, and the sales volume declined all the way. Due to long-term unsalable sales, some terminal pharmacies have asked for returns. Because Jinan Dongfeng Pharmaceutical Factory adopts the way of registered trademark+generic name when naming products, in legal sense, only the registered trademark Yangfan brand is protected, but the generic name Xinfujieling cream is not protected. Therefore, seeing that Zhang San brand new skin mite spirit cream and Li Si brand new skin mite spirit cream are rampant in the market, Jilin Jiuxin Group and Jinan Dongfeng Pharmaceutical Factory can only eat Rhizoma Coptidis dumb-there is no bitterness to say, and finally Yangfan brand new skin mite spirit cream has to end up with a bitter fruit that shrinks the market. From the above example, we can see that enterprises lack the awareness of protecting brand names when naming products, which has caused serious consequences for enterprises themselves. All along, there are many deliberate market followers in our market, and "mantis catches cicada, yellowbird comes last" is the so-called follower's competitive strategy. They have a keen sense of business, and they are always looking for opportunities to gain business, and enterprises do not pay attention to protecting their brand names, which just provides them with such opportunities. Therefore, when naming brands, it is necessary for enterprises to consider the protection of brand names, and it is best to use registered trade names to name products. Successful brands such as melatonin, Tylenol and Qumei all name their products with registered trade names, while the anti-inflammatory drug Lijunsha not only names its products with registered trade names, but also carries out approximate registration with registered trade names to prevent similar brands from appearing, so as to fully protect the brands from infringement. Therefore, naming a brand can not only talk about communication and affinity, but also be imitated and infringed.