A good name should have five characteristics.
The name of the product must be easy for most consumers to pronounce (including reading it out loud and saying it silently), which requires that the simplest vocabulary must be used when naming. For example, my country's famous brand "Wahaha" uses Chinese words that are easiest to pronounce and recognize. "Xizhilang" has become the first choice jelly for adults and children because of its catchy and joyful flavor. "Coca-Cola" has become the dominant cola because it is easy to read, recognize, catchy, and spread.
The simpler it is, the easier it is to remember. This has two meanings. First, the product name is easy to recognize and remember, such as Sanwu brand cigarettes. As long as your eyesight is normal, you can identify it from many brands at once. Second, the product name should be closely linked to the trademark. The three diamonds in the car represent Mitsubishi; the red in Coke represents Coca-Cola, and the blue represents Pepsi; and a "hook" on sportswear represents Nike.
A unique name can effectively prevent competitors from imitating you and occupy an independent position in consumers' product perception, which is what Trout calls "clear positioning". "Rolls-Royce" is unique, "Coca-Cola" is only recognized by consumers around the world, and "Intel" is synonymous with computer chips. When parents name their children, they all hope that their children’s names will be unique and famous. The same goes for naming products.
As the joke at the beginning goes, try to make your product name as relatable as possible. Human beings are naturally curious. If you can make consumers think about the meaning of the product's name, you can leave a deep impression on them. Specifically, product naming can refer to historical events, characters, geography, mythical legends and many other things with far-reaching backgrounds. For example, the Great Wall symbolizes a unique human miracle, NIKE represents the goddess of victory in Greek mythology, SANTANNA refers to the "Santanna Valley" rich in precious wines in California, and there is a person behind Qiaqia melon seeds. A legend with a long history.
my country has joined the WTO, and the competition rules between enterprises have shifted from being limited to the domestic market to the global market. Going abroad and looking at the world are the ambitions that every company that hopes to become bigger and stronger should have. This requires that the product not only has an auspicious Chinese name, but also an auspicious foreign name. For example, the Chinese meaning of Robust purified water is to make the public (Robust) happy after using it, while its English meaning is "energetic and full of vitality". With such a good meaning, as long as the product quality is excellent and the marketing is effective, why worry about consumers not liking it? Another example is Best Electric Appliances, whose foreign names are readily accepted by consumers in all markets.
You should also try to avoid some misunderstandings when naming products:
Use the foreign language corresponding to the Chinese name directly as the foreign name. The Chinese name and foreign name of the product should complement each other and complement each other. Some companies only consider the positive meaning of the Chinese name when naming, and then directly find the corresponding foreign words and translate them, thinking that foreign consumers will also like it. This kind of self-righteousness may often harm the company. For example, Shanghai's famous Phoenix bicycle has always had the English name "Phoenix" as its foreign name. In Chinese, Phoenix is ??a divine bird that represents auspiciousness, making people think of "good luck, good luck" and so on. However, in English culture, it is a symbol of "rebirth". Seeing a car of this brand makes people think of "resurrection from the dead", which makes people have an embarrassing association with escaping from death. For another example, the English name "White Elephant" of the famous Chinese brand White Elephant Battery is considered a "precious and cumbersome thing" in American culture. Will foreign consumers still buy a product with this name?
Foreign names are very auspicious, but Chinese names cannot evoke any associations.
For example, the English name of Nice soap "Nice" means excellent and wonderful, but in addition to the word "love" in the Chinese name, which may remind people of the meaning of "care and love", it really makes consumers confused. cloud. Other foreign names such as "Jeanswest" (western cowboy clothing) and "Youngor" (a homophone of Younger, meaning more elegant and younger) are very auspicious, but their Chinese names are meaningless.
Chinese and foreign names are both complimentary, but it is difficult for people to recognize one when they see the other, that is, there is no connection between them. For example, the Chinese name of "Crest" indicates that its product is an excellent cleaning guard, and its English name "Grest" indicates that the product is the best. However, it is difficult for consumers to associate "Grest" when they see "Crest". The Chinese name of "Xinfei" and the English name "Frestech" (abbreviation of fresh technology, that is, fresh technology) are also difficult for consumers to think of together.
The above points are mainly for products with both Chinese and foreign names. There are still a lot of products with only Chinese names in the domestic market, and there are some misunderstandings when naming them.
It is cliched and has no new ideas and imitates well-known products. Some companies still cannot escape from the clichés of rivers and lakes, famous mountains and rivers, flowers, birds, insects and fish when naming their products. A "Great Wall" can be used by all walks of life, and a "peony" can be used by all kinds of commodities. This way, although it is safe, Nothing new and not conducive to market expansion. There are also some products that clone well-known brands when naming. For example, they imitated "Tsingtao Beer" and named their products Weidao, Peninsula, Tingdao, and Qingdao, imitated "Wuliangye" as "Yuliangye", and "Guirenniao" as "Fuguiniao". Thinking that this way they can hitch a ride on well-known products and achieve rapid success (if you watch Feng Xiaogang's movie "Big Shot", you will know how powerful this kind of imitation is). Not only can this easily lead to disputes between companies, but relevant regulatory authorities will also intensify their crackdowns. Even if a company is lucky enough to survive, it will not be able to become bigger and stronger.
The foreign name is nondescript, or vulgar and vulgar. When naming their products, some companies go to great lengths to pile up words and come up with a nondescript foreign name, thinking that this will improve the quality of their products. Some companies give their products vulgar and vulgar names, such as "Erfang Baijiu", "Onizuka Clothing", "Gongzige Lighting", "Shaolin Temple Canned Meat", etc., thinking that this can arouse consumers' curiosity. Such a name is not only difficult to impress consumers, but can easily arouse consumers' disgust.
There are also some companies that do not go to professionals when naming their products, but go to Feng Shui masters. As a result, the names are either substandard, similar or repeated to other product names, and in the end they end up messing around. , not only wasted a lot of energy and financial resources, but also delayed business opportunities.