So as long as the brand name has better communication power, the brand can be spread well? It is also an internationally renowned soap brand, and it also has a brand name with strong communication power. The brand awareness and market share of Safeguard are completely different from Lux. It is also a treatment for menopausal syndrome, but Taitai Jingxin Oral Liquid has suddenly emerged. Latecomers caught up and won more market share. Why is this?

In fact, in addition to the communication factor of the brand name, there is also the issue of brand name affinity. The affinity of a brand name depends on the style, characteristics, tendencies and other factors of the wording of the brand name. Although the brand name Lux has strong communication power, its affinity is far less direct than that of Safeguard. Lux gives people a stiff and masculine feeling, but we know that under normal circumstances, most of the people who purchase soap at home are housewives, so the name Lux is obviously incompatible with the preferences of target consumers. But Safeguard is different. This term first gives people the impression that it is a neutral term. It not only fits the preferences of target consumers more broadly, but also emphasizes the two focus points of "shu" and "good". , giving people the impression that the whole body will feel refreshed after using it, so its affinity is stronger. Therefore, when naming a brand, we should not only pay attention to the communication factor of the brand name, but also pay attention to the affinity factor of the brand name. Only in this way can the brand communication achieve the best effect. Before talking about the protection of brand names, let us first look at an example. This is a little-known marketing incident that occurred in Guangzhou in 2001. What happened is this: In early 2001, Jilin Jiuxin Group decided to enter the Guangzhou market after acting as an agent for Jinan Dongfeng Pharmaceutical Factory's Yangfan brand New Skin Cream. So millions of dollars were invested in market operations. Since Yangfan New Skin Cream was the first product in China to propose the concept of "killing mites and benefiting skin", and its advertising was in place, Yangfan New Skin Cream quickly became popular in Guangzhou after it entered the market, and even for a time There have been stock outs.

However, the good times did not last long. After seeing the market phenomenon of Yangfan New Skin Cream, some cosmetics factories in Guangzhou became wary of paying attention. They have successively introduced to the market Xinfu Mianling Cream with a similar packaging to the Yangfan brand Xinfu Mianling Cream, but with a much cheaper price, and carried out terminal interception. Under the dual influence of low prices for consumers and high discount rates for pharmacies, consumers and terminal pharmacies have abandoned Yangfan brand New Skin Cream. For a time, Yangfan New Skin Mite Cream received a huge impact, and sales continued to decline. Due to long-term unsaleability, some terminal pharmacies have requested returns. Since Jinan Dongfeng Pharmaceutical Factory uses the method of registered trademark + common name when naming its products, from a legal sense, only the registered trademark Yangfan brand is protected, while the common name Xinfu Mianling Cream is not protected . Therefore, seeing Zhangsan brand Xinfu Mite Cream and Li Si brand Xinfu Mite Cream raging in the market, Jilin Jiuxin Group and Jinan Dongfeng Pharmaceutical Factory could only eat Coptis chinensis in silence - the pain was unspeakable, and in the end Yangfan brand new skin cream had to suffer the bitter consequences of shrinking market.

From the above example, we can see that companies lack awareness of brand name protection when naming their products, which has led to serious consequences for the company itself. Our market has always been filled with well-thought-out market followers. “The mantis stalks the cicada while the oriole lurks behind” is the so-called follower’s competitive strategy. They have a keen sense of business and are always looking for business opportunities, and companies that do not pay attention to protecting their brand names provide them with just such opportunities. Therefore, when naming a brand, companies must consider the protective nature of the brand name, and it is best to use a registered trade name to name the product. Successful brands such as Melatonin, Tylenol, and Qumei all name their products after registered trade names. However, the anti-inflammatory drug Rijunsa not only names its products with registered trade names, but also conducts anti-inflammatory drugs to prevent the emergence of similar brands. Similar registration to the registered trade name to fully protect the brand from infringement. Therefore, naming a brand cannot only focus on communication and affinity. Whether it can avoid being imitated and violated is also the most important issue in brand naming.